| Title | DEAR HOMOSAPIENS |
| Brand | GRAB |
| Product / Service | GRABPAY WALLET |
| Category | A01. Fiction & Non-Fiction Film: Up to 5 minutes |
| Entrant | WOLF Bangkok, THAILAND |
| Idea Creation | WOLF Bangkok, THAILAND |
| Production | SALMON HOUSE Bangkok, THAILAND |
| Name | Company | Position |
|---|---|---|
| Torsak Chuenprapar | Wolf BKK | Chief Creative Officer |
| Phannika Vongsayan | Wolf Bkk | Managing Director |
| Torsak Chuenprapar | Wolf Bkk | Art Director |
| Nopharit Dusadeedumkoeng | Wolf Bkk | Creative Director |
| Woottipong Lamangthong | Wolf Bkk | Creative Group Head |
| Thosaporn Kaewnurachadasorn | Wolf Bkk | Account Director |
| Chanapat Srabua | Wolf Bkk | Agency Producer |
| Nopharit Dusadeedumkoeng | Wolf Bkk | Copywriter |
| Phachara Saothayanan | Wolf Bkk | Senior Copywriter |
| KANYAPORN LONGPRASERT | Wolf Bkk | Art Director |
| BENCHAWAN NGAMJIRADAWONG | Wolf Bkk | Account Executive |
| Chonlatid Saenghiran | Wolf Bkk | Business Director |
| Torsak Chuenprapar | Wolf Bkk | Copywriter |
Nowadays, Thai E-Wallet brands trying to draw more customers by launching many promotions. As a result it became cluttered and not even single one stood out. This time we summon the great ancestor to give them a lesson. We are breaking barrier by using a hilarious film to fight against the laziness of Thais. HomoSapiens, Don’t let the ape down !!!!
Early this year, Grab launched a digital wallet service, “GrabPay Wallet,” but the service did not seem to be going well in Thailand because Thai people still use cash most of the time when using Grab, as Thais perceive that the service is way too complicated for them to use.
The film told the story based on the hilarious conversation between one lazy man and an ape in order to attract the audience and to get the message “GrabPay Wallet is really easy to use” noticed. In the film, the lazy man thinks everything is complicated, even using GrabPay Wallet is too much of a hassle. So, the ape has to give him a BIG lesson while demonstrating how easy-to-use Grab’s e-wallet is.
If every player in the game playing the same promotion game then we don’t change our promotion. We decided to change the game. If every promotion from every brand are the same, it’s mean that who make consumers perceive as the most easiest at use is the one winning the game.
Although we’re in the lockdown period, creativity can’t be locked down. We did the production part under government restriction that only 5 people are allowed on set so we have to use as less resource as possible within limitation and from this reason, we ended up with 2 talents in 1 location with the conversation-driven storytelling. Finally,we nailed it. It’s successfully on trend and spreading across various platforms all over the world. Even Becoming MEMES ! And the most important result is that we successfully conquer over the laziness of humanity.
10 Million views in first week 26 Million views from all channel 58 Million Total Campaign impression ---------------------------------------- 15% Total Monthly Active User growth 20% Total Wallet Payment value growth (In 11 Billion USD total market cap)