Grab Singapore responds to critique on ‘useless ads’ with ‘Grabtitude’ promotion

Apparently inspired by a comment left on its Instagram feed, Grab Singapore has started distributing a complimentary bottle of water to its passengers, and kicked off a promotion offering vouchers worth $50 and $100.

In response to a post on Grab’s ‘Better Journeys’ campaign on Instagram, which highlighted and celebrated rides on the platform that went beyond the ordinary, user kris_tan12 replied: “Not another useless ad. How about something I can actually use?”

According to a note on the Grab website, the comment “challenged us to rethink where we put our money. And so, instead of more ‘useless ads’, we’ve stocked our cars with complimentary bottles of water, as a small token of our appreciation and to say thanks for all the support.”

The bottles spell out the word ‘Thanks’ and also include different linguistic expressions of gratitude on the packaging.

Grab is encouraging its passengers to collect all the bottles and post a photo with ‘#Grabtitude’ tagging it on Instagram, for a chance to win $50 worth of vouchers. For $100, they are encouraged to submit a story of gratitude accompanying a picture of the bottle.

Writing about the campaign on her LinkedIn profile, Grab’s regional head of country marketing Brenda Bey said: “Grab Singapore is rolling out packs of thankyou water progressively in our cars.

“Hydrate yourself with it or give it to someone who you want to say thanks to. Or simply collect the full set of six designs and keep them on your desk. No fancy augmented reality or complicated gamification but it is precisely the simplicity that I love.

“Don’t get me wrong, I love creative ideas that surprise and wow with technology as well but it doesn’t always have to be an item of a checklist. Just our way of showing how thankful we are to our customers.”


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing