Cracking the GrabBike Challenge

Drunken prople

Passengers who just arrived at bus /

train station

SEGMENTATIONNon-biker or who cannot use bike temporarily

KEY BARRIER: Ability to use smart

phone??

By occasions By target

DisabilitiesHousewives (>35),

elderlyHigh school

students

KEY BARRIER:Ability to use smart phone??

POTENTIAL MARKET:

+ stable need+ tech savvy

CONSUMERUNDERSTANDING

High school student:12-17yrs, urban, female skewDigitalize citizen,Have big need of transport to school, extra-curricular school, party, social event... most is transported by parents

The Insight

Teenagers die for glamorous moments with idols and take for granted the faily moment brought by parents.

Teens take the parents’ ride totally for granted

Put in the context of the rides by bike

STRATEGIC APPROACH

Bring them the most wanted glamorous ride by their idol

(Son Tung - the most

famous teen idol that many fan girls is crazy about)

Through that make them realize that parents’ ride are most worth respecting

Grabbike introduces

“THE UNEXPECTED RIDE”A social experiment that helps teens realize how they take for granted

the most important rides in their life - the parent's ride

IDEA

PHASE 1: TRIGGER INVITATION FROM SON TUNG – 1 DAY GRAB BIKE DRIVER

Teenagers when listening / watching Son Tung(Zing.mp3/youtube)>> banners about Son Tung exposedTriggering “Wanna join my ride and listen to my song. I’ll take to you to school!”

>> Grab Me!

- Users then download and install app- Go to the app and press “Grab Tùng“

PHASE 2: EXPERIENCE THE GLAMOROUS RIDE WITH SON TUNG

- Lucky user will receive calls from Son Tung as any other Grabbike drivers- He/she will experience a fun drive with Son Tung to anywhere he/she booked

PHASE 3:Capture all the moments to make an emotional video, spread it to the world (via facebook, youtube, Zing, Yan TV,…). Let everyone talk about this.With the touching key message, GrabBike will become talk of the town with huge awareness.

Frame 7: Message: The most worth respecting ride is your daily parent’s. And you take it for granted. Grab it with love. #Grabbike #Grablove.

Frame 1: Son Tung appears, arrives at the home of the lucky teens (featuring 3 cases). He called them and gave them the helmet, start the journey.

Frame 2: On the ride, Tung talked to them and entertained them with songs and gossips. He specially asked about how the teens go to school daily.

Frame 3: Arrived at school. Teens will say thanks and hug/ cheer Son Tung. Son Tung smiles and asks “Have you ever said thanks like that to your parents after the ride?”

Frame 4: Son Tung gives him/her a mobile device to show a clip

Frame 5: In the clip is footage from secret camera: when the child is taken by parents from home to school, when he/she get angry, get mad because it’s almost late, when parents has to be stresfull to rush for their own work, has to rush to give him/her something he/she forgot, when the sun made the parent exhausted... All is recorded from a in front of view camera, which is different from the usual view of the child (only seeing the back of parents)

Frame 6: “And you never enjoy that ride like mine"