VIETNAM YOUNG SPIKES COMPETITION Team: The Second Tag Project: Launching campaign for GRABBIKE Prize: Silver

1. GrabBike
Digital Campaign
The
SecondTag

2. CHALLENGE
Vietnamese people love their personal motorbikes
and will never stop using them.
GrabBike would like people to use their product
more often for more reasons.
Find reasons for people using their own bike
and/or people using Xe Om/alternatives
to use GrabBike more often
=> Open up the brand opportunity

3. Independent students
>= 16 years old
not having personal motorbikes
Dependent students
< 16 years old
Having great need for transporting,
using bus and sometimes Xe Om as they
are very cheap
Parents are sometimes busy and cannot
take them to school/ where they play
with friends
But traditional Xe Om riders do not
guarantee safe feeling with their messy
appearance and unidentified profile.
Cost is not GrabBike’s long-term strategy
(will raise price after having a stand in the
market)
- Students with smartphone to use the
service is small in number => small
target group
- Students without smartphone cannot
use the service in its most convenient
way
Users of Xe Om /
alternatives
What they need
Why not choosing
The challenge: Finding a reason for “users of their own bikes” to use GrabBike
CHALLENGE

4. TARGET
Target audience:
- White-collars
- Income: ABC+
- Modern lifestyle
Inconvenient consumer truth
After hard-working hours, I’m
extremely tired and want to rest
and relax as soon as possible,
but having to self-ride
makes me feel more tired
and burdened
Brand truth
GrabBike provides
convenient and comfortable
motorbike transport experience
Insight
People want to rest and relax after tiring working hours,
but the fact of self-ride makes them feel tired and burdened.
GrabBike can help them get rid of that unpleasant feeling
with their convenient and comfortable service

5. BIG IDEA
Take a Grab break
Taking a ride with GrabBike is like taking a break
INTRIGUE
Giving the vision of the
unpleasant self-riding
experience
ENGAGE
Letting consumer
experience the virtual
Grab break
AMPLIFY
Letting them have real
experience and spread on
Facebook

6. EXECUTION
TEASING CLIPS
• Channel: Youtube
• Demonstrating the tired feeling after work => imagining the
vision of self-riding (hot weather, noise, exhausted fume, traffic
jam…) scared them => “Not wanting to have that experience?
TAKE A GRAB BREAK!” => Visiting the website
INTERACTIVE WEBSITE
• Channel: grabtaxi.com/takeagrabbreak
• An interactive clip giving the virtual experience of Grab break.
While having someone ride them home, they can:
- Listen to music
- Look around the streets
- Think of crazy, creative ideas
- Grab the shirt of Grab riders and imagining they are on an
adventure
- ….
• Finally, asking them to take part in “Design your own Grab
break”
Intrigue
Engage

7. EXECUTION
Facebook
• Channel: Facebook
• Answering the question on website “What are you gonna do
when taking the Grab break” and submit information. The prizes
are a free Grab break and a helmet with their name + “I’m
gonna …(drawing a picture/doing my nails/…) on a Grab break
• Then they share the photos of the helmet and Grab break
experience on Facebook
Amplify
INTRIGUE
Be aware of unpleasant
self-riding experience
ENGAGE
Seeing the virtual
experience and designing
their own experience
AMPLIFY
Enjoying the real
experience and sharing
on their FB