Grab MY to roll out superhero story and comics to celebrate drivers and delivery partners

Grab Malaysia is rolling out a main superhero story and comics as part of its annual Grab Lejen search to honour and reward exceptional driver and delivery partners. The story will drive Grab's communications for the campaign, featuring different Grab Lejen characters hidden among everyday folks who suddenly transform to perform great selfless acts. 

Meanwhile, the comic includes the CTA of "identifying and voting for these great legends to help their journey to greatness”. Beyond just a comic, the campaign will feature a full event to reward the lejen and revolves around a website as well as comics to celebrate these legends.

The theme for last year was "Legends are made, not born". This year, Grab wanted to give the power back to the people and Grab users who can help chart the path forward for these legends, hence, the new theme is "Grab Legends Among Us". Done in collaboration with The Clan once again, the theme came about because Grab felt that one would never know where the next great act of heroism is going to come from and who the next Grab Lejen is, its creative chief Casey Loh told A+M.

In conjunction with Grab’s 10-year anniversary, this year’s search for an everyday superhero among its community of partners will be entirely crowdsourced, which means that Grab users will be able to submit their heartwarming stories of choice as nominations.

Grab users will be able to submit their stories of choice as nominations until 30 September. Users will then be able to vote for their favourite lejens from 15 October to November. The campaign will run on most digital platforms and will appear on Grab’s social media pages, its in-app spaces, and served to its database of users via email and pushed notifications. All these will drive interaction on Grab's microsite which will go live soon.

Meanwhile, Rashid Shukor, director of country operations and mobility at Grab Malaysia, said heartwarming and compassionate stories are a breath of fresh air and a true testament to the incredible selfless nature of Grab's partners. "As a homegrown company striving for positive social impact, we are encouraged by our partners and want to continue to recognise and further enable these exemplary acts of service for many more years to come," he said.

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