Background

Situation: Malaysia Day is a national celebration that commemorating the union of East and West Malaysia. To be Malaysian is to love food, or “makan”. So Grab decided to celebrate Malaysia Day with a feast of flavour and feature almost 400 GrabFood Signatures restaurants who deliver exclusively with GrabFood. Brief: Unite Malaysians over our mutual love for food on Malaysia Day, and feature all 377 GrabFood Signature restaurants in a single film. Objective: Increase perception of variety available on the GrabFood platform, and build affinity for Grab as a Malaysian brand.

Describe the creative idea

We crafted a music video idea with lyrics and visuals made almost entirely out of 377 restaurant names and food. Then we created a dance to go along with the video for further engagement on social platforms.

Describe the strategy

To show Malaysians that GrabFood has all the variety they crave, and simultaneously show love to our Grab Signatures restaurant merchants, we chose to feature all 377 restaurants in the campaign, killing 2 birds with one stone.

Describe the execution

Because nationwide lockdowns were in effect, we had to produce the idea in a way that a full outdoor shoot wasn’t necessary. The idea was tweaked to feature execution styles that could be produced from the safety of home. We engaged 4 hop hop artistes who produced the track by working remotely, and 10 visual artists who produced hundreds of frames individually that were edited together to form the overall story. The final video was launched on all major social platforms (Facebook, YouTube, TikTok) with a specific Hashtag Challenge on TikTok that involved a dance move created specifically for the campaign.

Describe the outcome

• 10 million views across multiple social platforms • 72,000 user-generated TikTok dance videos • 7 million engagements • 9% increase in perception of variety available on GrabFood