GrabFood serves up savings with football icon Bambang Pamungkas

When you combine the legendary prowess of Indonesia's No. 20 striker, Bambang Pamungkas, with the ultimate promise of low delivery fees, the result is a campaign that's truly Pamungkas - the ultimate move.

Grab Indonesia's latest initiative, aptly named "GrabFood Ongkir Pamungkas," is a spirited collaboration designed to highlight its supposedly unbeatable delivery fees and drive home its affordability message.

The idea to feature Bambang Pamungkas as the face of this campaign was as strategic as it was inspired. Gushcloud Indonesia, the creator and entertainment company behind the campaign, shared its insights into this unique pairing.

"Through this campaign, we wanted to elevate and amplify the popularity of GrabFood's lowest delivery fee by leveraging the iconic persona of Indonesia's No. 20 striker as our icon - from BP20 to RP2000," a Gushcloud Indonesia representative told MARKETING-INTERACTIVE.

"And maybe because Pamungkas translates to ultimate or the most powerful move, Grab uses the name Pamungkas to indicate delivery fees that are already at their maximum discount."

In a market where price sensitivity often dictates customer choices, this campaign is strategically crafted to position GrabFood as the go-to service for affordable food delivery, at only IDR 2,000 for services within a 5-kilometre radius. The tie-in with a national hero like Bambang Pamungkas not only tugs at the heartstrings of football fans but also cements GrabFood's claim as the champion of low-cost convenience.

Executing the ultimate play

"GrabFood Ongkir Pamungkas" is brought to life through an extensive multimedia approach. Digital ads, outdoor placements including lift ads and billboards, in-app promotions, and social media activations on Grab's platforms ensure the message reaches every corner of the market.

Gushcloud played a key role, managing the collaboration with Bambang Pamungkas, coordinating the photoshoot for visuals, and producing engaging content such as Instagram reels to launch the campaign.

Reflecting on the partnership, Gushcloud Indonesia said: "We at Gushcloud Indonesia are beyond excited to be part of this campaign. It's been an incredible experience working with Grab, such a well-loved brand, and teaming up with Bambang Pamungkas, a true legend of Indonesian football. We hope this campaign connects with audiences far and wide and delivers the impact we're aiming for."

In a statement, Priyo Wisaksono, head of marketing for GrabFood, Omni, and GrabMart, shared that this marks the first collaboration with Bambang Pamungkas. However, GrabFood has previously established partnerships with numerous key opinion leaders, influencers, and agencies to bolster its marketing initiatives, he added.

"While many players in the market focus on the low price offers, we believe by linking our service to the 'ultimate' or 'pamungkas' will effectively showcase our claim of having the lowest delivery fees," Wisaksono explained.

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The battle of the food delivery giants

GrabFood's latest push comes amid fierce competition in the Indonesian food delivery market. Grab, with its vast network and ease of use, continues to compete against strong players like Gojek's GoFood, both vying for the attention of the nation's food lovers.

As the battle rages on between GrabFood and its competitors, it's clear that Grab is positioning itself not just as a service but as a solution - one that meets the needs of both the budget-conscious and the time-starved users.

In a similar hope, GoFood also has its own offering with "Mode Hemat," guaranteeing delivery fees of just IDR 3,000 or IDR 5,000 (depending on users' location) for a minimum order of IDR 20,000 from nearby restaurants.

The Ongkir Pamungkas offer is GrabFood's answer to the ongoing rivalry. By offering the lowest delivery fee in the market, Grab is hoping to carve out a stronger foothold among consumers.

Nevertheless, in an industry where competition is fierce and customer loyalty is key, GrabFood must ensure that trust remains at the heart of its strategy. Transparency in promotions and reliability in offers will be essential to maintaining its relationship with consumers.

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