Grab

Grab for Angela Lee

Jan 3, 2019

Client:

Grab (Singapore)

Date/Duration:

April to May 2018

Objectives:

  • Generate Brand Engagement
  • Drive GrabRewards Usage
  • Build Brand Affinity

Summary:

ONE Championship and Grab Singapore held two local contests for Grab passengers, drivers, and merchants in Singapore to pledge their support for Lee. The prizes up for grabs included a meet-and-greet with the world champion, as well as an exclusive training session with the star herself.

From 23 April to 6 May 2018, Grab users showed their support for the Singaporean world champion by making a personal pledge on Facebook or Instagram with the hashtag #GrabForAngela.

For the first contest, Lee personally picked her three favorite pledges, and the users behind them got to meet her backstage at ONE: UNSTOPPABLE DREAMS.

The other competition required Grab patrons to log on to GrabRewards between 23 April and 6 May 2018, and redeem the ONE Championship reward for 100 points.

The top three participants with the most number of redemptions won a pair of passes for an exclusive workout session with Lee, two VIP tickets to ONE: UNSTOPPABLE DREAMS, and a pair of autographed gloves.

The next ten winners after that received a pair of Gold category tickets to the aforementioned event, as well as a signed ONE Championship cap.

In addition, for every pledge created, Tan also be donated a dollar to a charity of Lee’s choice.