Why is this work relevant for Brand Experience & Activation ?

The wearable poster come as an efficient solution to help traffic run more smoothly from all bikers who choose to shelter under bridges and along the roads, and clogging the roads in result.

Background

Traffic Jam is Jakarta's Classic Problem. It is worsen during rainy days. Bikers, who don't prepare raincoats, would take shelter under bridges and along the roads, clogging the roads in result. Grab wanted to find an efficient solution to help traffic run more smoothly as well as sharing its brand value, even under the exposure of hard rains.

Describe the creative idea (20% of vote)

During rain season, we set up a customised container placed on areas where bikers usually take shelters from the rain. Inside the container are posters that can be pulled out and transformed into raincoats that help bikers continue their journeys, unclog the road and simultaneously help share grab's values through the bikers as moving advertisement.

Describe the strategy (20% of vote)

When it rains, bikers tend to take shelter below bridges because they don't have raincoats, bikers can pile up, taking up lanes and causing major traffic jams. What if, we have a solution so bikers can continue their journeys without holdback? Customised containers are placed on areas where bikers usually take shelters from the rain. Inside the container are posters that can be pulled out and transformed into raincoats.

Describe the execution (30% of vote)

The posters are distributed in various points in Jakarta for two weeks period. During sunny moments, the post would pose as conventional poster that attract people's attention. While during rainy moments, bikers would take and use the poster/raincoat to help them continue their journey, turning the conventional poster to multiple moving posters altogether.

List the results (30% of vote)

The wearable posters were available in various points in Jakarta to help bikers continue their journeys, unclogging the roads during rainy season and simultaneously helped share grab's values through the bikers as moving advertisement.

Please tell us about the social behaviour and/or cultural insights that inspired your campaign

Traffic Jam is Jakarta's Classic Problem. It is worsen during rainy days. Bikers, who don't prepare raincoats, would take shelter under bridges and along the roads, clogging the roads in result.