Screen Displayed
1.900+
Discover Your Audience
Make people SEE and REMEMBER the brand
Analyse Your Audience
Get people to UNDERSTAND and
WANT the brand
Acquire Your Customer
Change people's BEHAVIOR and
get them to CONVERT
Nurture Your Customer
Take care of people to CONVERT OFTEN and
ADVOCATE the brand
achievement
Karaoke Venues
170+
Impressions
3.500.000+
Completed Views
2.900.000+
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Competing in a saturated ride-hailing market
Vietnam’s ride-hailing space is increasingly crowded, with major players like Grab, Be, XanhSM... all fighting for share. After years of rapid expansion, consumers now have multiple similar service options, making it harder for any brand to stand out—especially as price sensitivity remains high.
A market leader striving to stay on top
As the category pioneer and leading brand in Vietnam, Grab has built strong equity across transport, food delivery, and digital payments. However, with the market maturing and user behavior evolving, Grab must constantly innovate to stay relevant—particularly among younger, urban consumers.
Tapping into nighttime mobility with safety and social responsibility
Late-night travel is both a growth opportunity and a brand challenge. After social activities, users want convenience but also safety and trust. Grab positions itself as a reliable companion for enjoyable, worry-free nightlife journeys. The campaign also reinforces a key message of social responsibility: “If you drink, don’t drive.”
approach
Main Objective:
Drive awareness and usage of Grab as the go-to transportation choice for nightlife outings—specifically among young, urban consumers frequenting karaoke venues. The campaign aims to reinforce Grab’s positioning as a safe, convenient ooption
Leveraged a multimedia approach
Focus on displaying the ads during peak hours when karaoke-goers are most likely to need transportation, such as late-night hours (10 PM - 2 AM). Repeat exposure ensures that the message of safety and convenience sticks with the audience as they prepare to leave the karaoke venue.
Interactive Features
Incorporate QR codes or short links that viewers can scan to directly open the Grab app on their phones to book a ride. This ensures that the ad’s call-to-action is immediate and easy to act on.
Target Audience
The campaign will primarily target the younger, tech-savvy, and social media-active demographic who frequent karaoke bars. This group is often out late and may require convenient, safe transportation home after socializing.
Media Format
Ads will be shown Full-screen before start singing & appear while singing
