Going Online-to- Offline - June 2019
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
Going Online-to- Offline June 2019
Grab is the #1 online-to-offline platform in Southeast Asia
8 COUNTRIES
336 CITIES
#1 Booking App Largest Network Safety First
in Southeast Asia Grab has the largest Reliable Rides with
(8 Countries, 336 supply of drivers in Screened Drivers,
Cities) Southeast Asia Insured Vehicles
Southeast Asia’s Largest Loyalty Programme
>500 GrabRewards partners regionally
Established
Fleet Types for Payment Options
Consumer Base
Enjoy the
>130+ mil mobile All Occasions
convenience of going
downloads And all budgets
cashless* The same booking app
works across all locations
A Grab Service for Every Need
Grab will be connected with everybody's everyday
life across multiple touchpoints
12 FOOD MOBILE WALLET
200+
Touchpoints with Connects 6million The most-used Partnersmake
Grab products with partners to 95+million mobile wallet across GrabRewards the
Experience
users regularly on consumer base the region. largest loyalty
rewards programin
the platforms
SEAsia
DELIVERY
New jobs created for REWARDS
delivery partners First-time and
Move Delight repeat customers get to
enjoy rewards from our
TRANSPORT merchant-
Providing asafe, partners
accessible transportation
platform for all
A deep presence in Singapore
Our Consumers Our Fleet
Digitally saavy, white-collar & on-the-move Active drivers with a 4.5+ star rating
Millennials Balanced
10-12
55% aged 15-34 50% Female v Male
rides a day per driver
15-20
minutes per ride
White Collared Cardholders Shoppers
5-6
7 in 10 earn>SGD5k 1m debit & credit cards 0.5m frequent mall visitors
working days per week
Source: Brandhealth Survey n=2,312 (Jun to Dec 2017) | Grab Audience Segments Q4’18
GrabAds integrated solutions bring you closer to
your targetaudience’s lifestyle
Fleet In-App Audiences
Transit Ads, In-Car Branding, Sponsored Ads, Audience Segments, Remarketing
In-Car Sampling, Comms and Rewards Online-to-Offline & Dynamic
Car/Bike Ads Remarketing
GrabAudience is Action-Based, 1st Party & Deterministic
Type Trigger Action
Ride Time of day, Day of week, Grab vertical, frequency
Transport POI Airports, Malls, Restaurants, etc
Travel type Business, Personal, Regular
Cuisines Italian, Western, Fast-food, Vegetarian, etc
Food Orders Single meal orders, large orders
Restaurant Restaurant location
Payment method & volume Cash, card, GP, type of card, bank, # transactions
Transactions
Redemptions
Rewards Travel rewards, Grab rewards, Entertainment rewards
Interest
Passenger Country, OS, promo sensitive, price sensitive, Demographics
Reach the right audience with GrabAds
Product Lineup :OOH
Fleet solutions
GrabCar, GrabShuttle wraps & Bike Ads
Out-of-home transit advertising
Captive in-car audience
Ideal for static displays, sampling/testing,
branded giveaways, interactive experience
Event & activation
Conceptualize on entire event strategy and
activate on the entire process
Digital displays
for videos and interactive experiences1) On Car/Bike
Branding
Car Wrap Bike Ad (VN & ID only)
Advertise on our extensive
fleet across 336 cities in 8 SEA
countries – Grab has the
largest fleet of drivers in
the region
Drive product awareness,
engagement, lead generation
and talkability with
measurement and scale.In-Car Branding 2) In Car Branding Advertise within our fleet with engaging installations including: - In-Car Branding - In-Car Decoration - Digital Tablet Display Include a CTA to drive user engagement within a captive environment Grab tracks all passengers bookings and interactions with your branded cars, allowing you to remarket to those mobile AdIDs
Offline to Online Passenger sees yourAd
1 outside & inside the car
Remarketing
Grab keeps track of
mobile ADIDs
2 of passengers who have DMP
seen/engaged with your ad
Remarket to same passenger
3 In the Grab app with ads, ride
rewards or pollsNew to market! Product Lineup :O2O Sampling
New to market!
Offline-To-Online
3) In-Car Sampling (O2O) 1 GrabChat Messaging alerts to notify passengers
Pre-Ride:
of the In-Ride experience in the form of product
Give Consumers an on-the-go
samples or vouchers.
360* product experience in 3
easy steps!
2 In-Ride: In-Car Brand Displays branded guidelines on how
to checkout a sample
In-App Feed ad shows customized branded
widget and messaging to pick up samples during
the ride
In-Car Sampling from online GrabAds Store. By
selecting samples and driver will hand over
samples at the end of the ride.
3 Post-Ride: In-App Remarketing by using sampled passenger
audience segments or consumer insightsNew to market!
Branded Pre-Ride
Message
In-Car Sampling – User Flow
1 Pre-Ride:
GrabChat Messaging “Get a FREE sample from your
driver. Just visit http:// grabads-
Branded alert notifying sg. stick.menu/riders and type the
5-digit GrabStore ID on the car
passengers that their ride hanger once you get in the car.”
has a sampling
experience (bilingual)
2 In-Ride
3 Post-RideNew to market!
In-Car Hangers
In-Car Sampling – User Flow
1 Pre-Ride
2 In-Ride: Passenger
branded engagement
2.1) In-Car Brand Displays
Passengers are exposed to In-Car Sampling Box On-Bike Branding&
branded displays in and outside Sampling Box
the vehicle
2) In-App Feed ad
3) In-Car Sampling
3 Post-Ride:New to market!
In-Car Sampling – User Flow
In-Car Brand Hangers
Examples
1 Pre-Ride
2 In-Ride: Passenger
branded engagement
2.1) In-Car Brand
Displays
branded guidelines on how to
checkout a sample
2.2) In-App Feed ad
2.3) In-Car Sampling Brand hanger with give Brand hanger with Brand hanger with
away discount cards to free samples. samples products to
use at a store or online. test during in transit.
3 Post-Ride:New to market!
In-App Branding
& Sampling prompt
In-Car Sampling – User Flow
1 Pre-Ride:
2 In-Ride: Passenger
branded engagement and
experience
2.1) In-Car Brand Displays
Pick Your Free Samples
2.2) In-App Feed ad POND’s •Sponsored
customized and targeted brand Check our GrabAd Store during the ride to
get free samples and moreof LUX
messaging to pick up samples
during the ride
2.3) In-Car Sampling
3 Post-Ride:New to market!
Enter Grab Store ID from Select free samples from Order accepted! Your driver will hand
In-Car Sampling – User Flow brand hanger in a car GrabAds Store the sample when parked
1 Pre-Ride:
2 In-Ride: Passenger branded
engagement
2.1) In-Car Brand Displays
branded guidelines on how to
checkout a sample
2.2) In-App Feed ad
2.3) In-Car Sampling
Passenger visits Online Store,
selects sample, checks out and
driver hands over sample at
the end of the ride.
3 Post-Ride:New to market!
In-Car Sampling – User Flow
Driver receives message and will hand
sample to passenger when parked.
1 Pre-Ride:
2 In-Ride: Passenger branded
engagement
2.1) In-Car Brand Displays
branded guidelines on how to
checkout a sample
2.2) In-App Feed ad
2.3) In-Car Sampling
Passenger visits Online Store, selects
sample, checks out and driver hands
over sample at the end of the ride.
Driver hands over samples
3 Post-Ride:New to market!
My Grab Rewards
for GrabCar Service
In-Car Sampling – User Flow
1 Pre-Ride:
2 In-Ride:
3 Post-Ride:
Use sampled passenger audience
segments for Grab In-App
remarketing to upsell, cross-sell or
gain further consumer insights
3.1) My Grab Rewards
3.2) Native Ad
3.3) Customer SurveysNew to market!
Native Ad Landing Page
On Homepage Feed Drive sell on eCom site
In-Car Sampling – User Flow
1 Pre-Ride:
2 In-Ride:
3 Post-Ride:
Use sampled passenger audience
segments for Grab In-App
remarketing to upsell, cross-sell or
gain further consumer insights
3.1) My Grab Rewards
3.2) Native Ad
3.3) Customer SurveysNew to market!
Rewarded Ad User Watches CompleteAd
On Homepage Feed Earns reward points
In-Car Sampling – User Flow
1 Pre-Ride:
Watch & Earn GrabPoints
2 In-Ride: POND’s PureWhite
3 Post-Ride:
Use sampled passenger audience
segments for further remarketing for Magical Spell
sales, reward or gaining insights LUX •Sponsored
Watch this enchanting video with
LUX for 10pts!
3.1) My Grab Rewards
3.2) Rewarded Ad
$25.00
Black Tea - Lemon (20 packs)
3.3) Customer SurveysNew to market!
Customer Surveys Customer Surveys
At GrabAds Store On Homepage Feed
In-Car Sampling – User Flow
1 Pre-Ride:
2 In-Ride:
3 Post-Ride:
Use sampled passenger audience
segments for Grab In-App
remarketing to upsell, cross-sell or
gain further consumer insights
3.1) My Grab Rewards
3.2) Native Ad
3.3) Customer SurveysNew to market! Product Lineup :In-App
“Our home is your home”:
Grab’s new home screen aims to cater to
our users’ everyday needs through one
device: your mobilephone.
○ Personalisation
○ Utility (Payment, News, Prayer Alerts)
○ Entertainment (Games, Videos, Polls)
○ Discovery (Food, POIs, Events)
○ Localised, seasonal content
(e.g. World Cup scoreboards)Grab Audience Segments
Food & Transportation
Demographics Finance Interests
Beverage & Travel
Age r a n g e Cuisines Ride shar ing Type o f c a r d Services
Gender Dietary Mo t o r b i k e users Size o f spend Shopping
Family size pref erence Business
Employment Food delivery travellers
Status Restaurant visits Leisure travellers
Students Domestic
travellers
I nt ernational
travellers
Custom audience segments available upon request
Note that we're testing our GrabAudience Data PMP which is under currently under Private Beta-
we would provide you a Deal ID and floor rate to plug into your DSP of choice, and revert with more details and a launch date soon.Introducing, Rewarded Video Ads New to market!
1.User watches complete 2.User earns
video ad reward pts
1) Rewarded Video Ad
User Opt-in (Click to play)
Rewarded Video Ad on the
100% Completed Views
Grab home screen feed. User
opts-in to watch the entire Better Engagement
video to receive reward
points in their Rewards Wallet Positive User Experience
with a branded popup
Stronger Brand Recall
confirmation.Confidential
Rewarded Video Ads have Higher Value… New to market!
15x better Engagement 11x better VTR
Completed Views to Total Impressions Ratio VTR (Click To Play)
Rewarded 0.71% Rewarded 0.73%
Vs Vs
Non-Rewarded 0.21% Non-Rewarded 0.28%
A leading, global Fast Food Chain (MY)
Campaign Date: December 13th - January 4th, 2019
Note:
- Completion rate measured by Completed Views ÷ Total Sum of Impressions
- VTR = % of users who saw the impression and clicked to play the video
- Multiple other case studies available on requestand Rewarded Transit Ads New to market!
In-Transit with Real Time Ad.
Booking Status bar Target to specific drop-offs location
2) Reward Transit Ad
Highly Contextual
Target to specific drop-offs
Positive User Experience
location. During transit, a real-
time native image ad of Today Stronger Brand Recall
Special Deal at the destination
appears in the home screen
feed.
Users can redeem the reward at
the store at the destination,
closing the loop at point of
sale - from online to offlineConfidential
New to market!
Rewarded Transit Ads – User Flow
Going to Vivocity?
VivoCity
Marina One
Get 20% off on Aldo Bags
Going to Vivocity?
1. User books a ride and 2. While waiting for ride, 3. User is brought back to 4. Passenger sees the ad
the destination triggers user is prompted to click the homescreen and shown on way to destination
the ad notification (green box) the offer at the destination
to reveal the special offerConfidential
New to market!
Rewarded Transit Ads – User Flow (continued)
Going to Vivocity?
20% off on Aldo Bags
Ask the cashier
Ad Image Valid till 11:59:59 pm
to enter PIN below:
Get 20% off on Aldo bags
Until 11:59 pm
Get 20% off on Aldo Bags
5. Passenger is 6. User saves the special 7. Redeems in-store
prompted to save the offer into their Rewards
reward walletSponsored Native Landing page
Image widget
3) Sponsored Native
Image CTA
Standalone native image ad Better Engagement
that appears in the home
screen feed to all users or a Positive User Experience
targeted audience
Include a landing page to
direct users to a Grab service
or an in-app web browser.Sponsored Places Landing page
Widget
4) Sponsored Places
Drive Footfall
Showcase your storefront
on the first card of the “You Incentivized Bookings
May Life” carousel. This
widget consists of a group Positive User Experience
of cards that users can
scroll through horizontally
on Grab’s home screen.
Target a local audience to
book a ride directly to you!Sponsored Places
+ GrabGift
Target a local audience
with a promo code to
book a ride directly to
your storefront!
Sponsored Places card Details page Grab service page Grab service page
+GrabGift Book a ride with promo codeMy Rewards Book a Ride
With reward discount
5) Sponsored
Ride Reward Instant Gratification
Automatically deliver a ride Brand Loyalty
reward into your target
group of users' Rewards Positive User Experience
WalletCase Studies
CASE STUDY: All I Want for Christmas is Heineken
To warm hearts and spread joy, Heineken entered into a
partnership with Grab to promote their All IWant For ChristmasIs
Heineken campaign. To maximise awareness to their target
audience, 100 cars were branded. Passenger interaction was
achieved with in-car reflective placement, boosting social media
presence for Heineken. 31,095 riders were exposed to the in-car
experience for an average of 17minutes.
Car Wraps
100 4
Cars Weeks
In-car
Branding 288,643km 14m
Traveled impressions
*Impressions calculated as 20 imp per minutetravelledCASE STUDY: Garnier gains 9.8m impressions with
61% recall in 4 weeks with GrabAds!
Fuelled by the success of L’oreal Beauty Bar on-the-go in Jan 2017
featuring Maybelline and Garnier products (campaign reach exceeded
targets by 50%), Garnier ran a larger campaign in April 2018 to generate
awareness and engage the public to test its Garnier Micellar all-in-one
cleanser and makeupremover.
Car Wraps
60 4
Cars Weeks
In-car
Branding 177,300km 9.8m
Traveled impressions
*Impressions calculated as 20 imp per minutetravelledCASE STUDY: Citibank 2Xs customer
acquisition with GrabAds
40% Over 143,000
surveyed expressed interest in the ridersexperienced a
product total of
Car Wraps 2.5M mins
In-car
Branding New customer acquisition
rates
2xCASE STUDY: Shopee grabs awareness & sales for its 12.12 Sale
Objective: Shopee wanted to increase hype for our joint Grab + Shopee
12.12 Sale of promo codes.
Solution: We launched an in-app campaign for three days after the
Shopee pre-hype promotion from 6th - 10th Dec.:
Campaign Dates: 11th - 14th December 2018
Targeting: All Philippine users
Placement: Native Image
Results: Our 12.12 Sale sold out of three promo codes: PHP200,
PHP250, PHP1000 in 3 hours or less!
In-app
1.04% 240,213
CTR Impressions
*Sales doubled vs. the first 5 days of Shopee’s 12.12 sale without GrabAds!CASE STUDY: KFC grabs market awareness for a new product launch.
Objective: KFC wanted to increase demand when showcasing their
newest Spicy Gochujang Crunch fried chicken.
Solution: To achieve their goal, KFC activated on Grab’s platform and
in-market reach. We used clear messaging to drive customers to an in-
app web browser for additional product info and offers.
Campaign Dates: 3rd - 18th December 2018
Targeting: All Malaysia users, 18-34 age group & GrabFood users
In-app placement: Native Image
Results:
511,521 5,078
In-app & Impressions Clicks
GrabAudience
0.99%
CTRCASE STUDY: HSBC grabs demand for one of its credit card offers.
Objective: HSBC wanted to expand market knowledge of their Visa
Infinite Card with a new advertising partner.
Solution: To achieve their goal, HSBC leveraged Grab’s native in-app
product and in-market audience segments to reach target customers.
Clear messaging was then used to drive customers to an in-app web
lead gen form to sign up and learn more.
Campaign Dates: 29th October - 31st December 2018
Targeting: Affluent Commuters & Affluent Business Travelers
In-app placement: Native Image widget
Results:
1,016,861 6,354
In-app & Impressions Clicks
GrabAudience
0.62%
CTRCASE STUDY: Timbre grabs visits from
Grab users across two weekends
Timbre is a music lifestyle group with multiple bar restaurant
venues in SG & KL.
Primary KPI: Rides
What We Did: Sponsored POI - 5 listings, 5 locations, 2
categories: For the Foodies & For The Family
Target: All of Singapore
0.45% 21,906
CTR Clicks
In-app
4.9 million
Impressions
565
Attributed RidesAppendix
An expanding footprint throughout in Southeast Asia
#1 130M+ 336
O2O Platform mobile downloads Cities, 8 Countries
Largest Most-Used 8.5m+
Loyalty Program Mobile Wallet Micro-entrepreneurs
Online-to-Offline
Seamless attribution and engagement across Payments, Transport, Food and more
First-in-Market
Unique, first-in-market products driving loyalty, engagement, delight or sales
Brand Safe
Controlled and curated ads + content environment primed for ensuring Brand Safety
Hyperlocal
Fully resourced and local Ops, Support, Optimization & Servicing teams across SEA… allowing you to reach them at the right
moments, with the right results
Your Objectives Our Solutions Your Results
OOH Advertising Top of Mind Presence
Aware Audience Segment Targeting Talkability
Engage + In Car Branding
In App News Feed = Consumer Recall
Consumer Engagement
Acquire In Car eCommerce, GrabGifts New Leads, Consumers
The right users The right tools The right resultsYou can also read
