Going Online-to- Offline - June 2019

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Going Online-to- Offline - June 2019
Going Online-to-
Offline
June 2019
Going Online-to- Offline - June 2019
Grab is the #1 online-to-offline platform in Southeast Asia

                                                                            8 COUNTRIES
                                                                              336 CITIES
   #1 Booking App         Largest Network               Safety First
  in Southeast Asia       Grab has the largest        Reliable Rides with
   (8 Countries, 336      supply of drivers in        Screened Drivers,
        Cities)             Southeast Asia             Insured Vehicles

                 Southeast Asia’s Largest Loyalty Programme
                       >500 GrabRewards partners regionally

    Established
                            Fleet Types for          Payment Options
   Consumer Base
                                                          Enjoy the
   >130+ mil mobile         All Occasions
                                                     convenience of going
     downloads              And all budgets
                                                          cashless*         The same booking app
                                                                            works across all locations
Going Online-to- Offline - June 2019
A Grab Service for Every Need
Going Online-to- Offline - June 2019
Grab will be connected with everybody's everyday
  life across multiple touchpoints

  12                                       FOOD                    MOBILE WALLET
                                                                                                     200+
  Touchpoints with               Connects 6million                 The most-used                   Partnersmake
  Grab products with         partners to 95+million                mobile wallet across          GrabRewards the
                                                      Experience
  users regularly on                consumer base                  the region.                      largest loyalty
                                                                                               rewards programin
  the platforms
                                                                                                            SEAsia

            DELIVERY
    New jobs created for                                                                  REWARDS
       delivery partners                                                                  First-time and
                                 Move                                        Delight      repeat customers get to
                                                                                          enjoy rewards from our
         TRANSPORT                                                                        merchant-
         Providing asafe,                                                                 partners
accessible transportation
          platform for all
Going Online-to- Offline - June 2019
A deep presence in Singapore

                                                                     Our Consumers                                                                Our Fleet
                                              Digitally saavy, white-collar & on-the-move                                            Active drivers with a 4.5+ star rating

                                          Millennials                                       Balanced
                                                                                                                                                      10-12
                                        55% aged 15-34                                  50% Female v Male
                                                                                                                                              rides a day per driver

                                                                                                                                                    15-20
                                                                                                                                                minutes per ride

            White Collared                                               Cardholders                           Shoppers
                                                                                                                                                      5-6
         7 in 10 earn>SGD5k                                          1m debit & credit cards           0.5m frequent mall visitors
                                                                                                                                             working days per week

Source: Brandhealth Survey n=2,312 (Jun to Dec 2017) | Grab Audience Segments Q4’18
Going Online-to- Offline - June 2019
GrabAds integrated solutions bring you closer to
your targetaudience’s lifestyle

              Fleet                    In-App                 Audiences
     Transit Ads, In-Car Branding,     Sponsored Ads,    Audience Segments, Remarketing
           In-Car Sampling,          Comms and Rewards    Online-to-Offline & Dynamic
             Car/Bike Ads                                         Remarketing
Going Online-to- Offline - June 2019
GrabAudience is Action-Based, 1st Party & Deterministic
      Type              Trigger                                      Action

                           Ride                 Time of day, Day of week, Grab vertical, frequency

    Transport               POI                          Airports, Malls, Restaurants, etc

                        Travel type                         Business, Personal, Regular

                          Cuisines                  Italian, Western, Fast-food, Vegetarian, etc

      Food                Orders                         Single meal orders, large orders

                        Restaurant                              Restaurant location

                  Payment method & volume       Cash, card, GP, type of card, bank, # transactions
   Transactions

                        Redemptions
    Rewards                                    Travel rewards, Grab rewards, Entertainment rewards
                          Interest

    Passenger                               Country, OS, promo sensitive, price sensitive, Demographics
Going Online-to- Offline - June 2019
Reach the right
audience with
GrabAds
Going Online-to- Offline - June 2019
Product Lineup :OOH
Going Online-to- Offline - June 2019
Fleet solutions

    GrabCar, GrabShuttle wraps & Bike Ads
    Out-of-home transit advertising

    Captive in-car audience
    Ideal for static displays, sampling/testing,
    branded giveaways, interactive experience

    Event & activation
    Conceptualize on entire event strategy and
    activate on the entire process

    Digital displays
    for videos and interactive experiences
1) On Car/Bike
Branding
                                   Car Wrap   Bike Ad (VN & ID only)
Advertise on our extensive
fleet across 336 cities in 8 SEA
countries – Grab has the
largest fleet of drivers in
the region

Drive product awareness,
engagement, lead generation
and talkability with
measurement and scale.
In-Car Branding

2) In Car Branding

Advertise within our fleet with
engaging installations
including:

   - In-Car Branding
   - In-Car Decoration
   - Digital Tablet Display

Include a CTA to drive user
engagement within a captive
environment

Grab tracks all passengers
bookings and interactions with
your branded cars, allowing
you to remarket to those
mobile AdIDs
Offline to Online       Passenger sees yourAd
                    1   outside & inside the car
Remarketing

                        Grab keeps track of
                        mobile ADIDs
                    2   of passengers who have           DMP
                        seen/engaged with your ad

                        Remarket to same passenger
                    3   In the Grab app with ads, ride
                        rewards or polls
New to market!

Product Lineup :O2O Sampling
New to market!

  Offline-To-Online

3) In-Car Sampling (O2O)       1                GrabChat Messaging alerts to notify passengers
                                   Pre-Ride:
                                                of the In-Ride experience in the form of product
Give Consumers an on-the-go
                                                samples or vouchers.
360* product experience in 3
easy steps!
                               2   In-Ride:     In-Car Brand Displays branded guidelines on how
                                                to checkout a sample

                                                In-App Feed ad shows customized branded
                                                widget and messaging to pick up samples during
                                                the ride

                                                In-Car Sampling from online GrabAds Store. By
                                                selecting samples and driver will hand over
                                                samples at the end of the ride.

                               3   Post-Ride:   In-App Remarketing by using sampled passenger
                                                audience segments or consumer insights
New to market!

                                             Branded Pre-Ride
                                                 Message
In-Car Sampling – User Flow

   1   Pre-Ride:

       GrabChat Messaging           “Get a FREE sample from your
                                    driver. Just visit http:// grabads-
       Branded alert notifying      sg. stick.menu/riders and type the
                                    5-digit GrabStore ID on the car
       passengers that their ride   hanger once you get in the car.”

       has a sampling
       experience (bilingual)

   2   In-Ride

   3   Post-Ride
New to market!

                                                               In-Car Hangers

In-Car Sampling – User Flow

   1   Pre-Ride

  2    In-Ride: Passenger
       branded engagement

       2.1) In-Car Brand Displays
       Passengers are exposed to         In-Car Sampling Box                    On-Bike Branding&
       branded displays in and outside                                            Sampling Box

       the vehicle

       2)   In-App Feed ad

       3)   In-Car Sampling

  3    Post-Ride:
New to market!

In-Car Sampling – User Flow
                                                                  In-Car Brand Hangers
                                                                        Examples
   1   Pre-Ride

  2    In-Ride: Passenger
       branded engagement

       2.1) In-Car Brand
       Displays
       branded guidelines on how to
       checkout a sample

       2.2) In-App Feed ad

       2.3) In-Car Sampling           Brand hanger with give       Brand hanger with       Brand hanger with
                                      away discount cards to         free samples.        samples products to
                                      use at a store or online.                          test during in transit.
  3    Post-Ride:
New to market!

                                        In-App Branding
                                       & Sampling prompt

In-Car Sampling – User Flow

   1   Pre-Ride:

  2    In-Ride: Passenger
       branded engagement and
       experience

       2.1) In-Car Brand Displays
                                                Pick Your Free Samples
       2.2) In-App Feed ad                      POND’s •Sponsored

       customized and targeted brand            Check our GrabAd Store during the ride to
                                                get free samples and moreof LUX
       messaging to pick up samples
       during the ride

       2.3) In-Car Sampling

  3    Post-Ride:
New to market!

                                        Enter Grab Store ID from   Select free samples from   Order accepted! Your driver will hand
In-Car Sampling – User Flow              brand hanger in a car          GrabAds Store               the sample when parked

   1   Pre-Ride:

   2   In-Ride: Passenger branded
       engagement

       2.1) In-Car Brand Displays
       branded guidelines on how to
       checkout a sample

       2.2) In-App Feed ad

       2.3) In-Car Sampling
       Passenger visits Online Store,
       selects sample, checks out and
       driver hands over sample at
       the end of the ride.

   3   Post-Ride:
New to market!

In-Car Sampling – User Flow
                                                Driver receives message and will hand
                                                 sample to passenger when parked.
   1   Pre-Ride:

   2   In-Ride: Passenger branded
       engagement

       2.1) In-Car Brand Displays
       branded guidelines on how to
       checkout a sample

       2.2) In-App Feed ad

       2.3) In-Car Sampling
       Passenger visits Online Store, selects
       sample, checks out and driver hands
       over sample at the end of the ride.

       Driver hands over samples

   3   Post-Ride:
New to market!

                                              My Grab Rewards
                                              for GrabCar Service
In-Car Sampling – User Flow

   1   Pre-Ride:

   2   In-Ride:

   3   Post-Ride:
       Use sampled passenger audience
       segments for Grab In-App
       remarketing to upsell, cross-sell or
       gain further consumer insights

       3.1) My Grab Rewards

       3.2) Native Ad

       3.3) Customer Surveys
New to market!

                                                  Native Ad          Landing Page
                                              On Homepage Feed   Drive sell on eCom site
In-Car Sampling – User Flow

   1   Pre-Ride:

   2   In-Ride:

   3   Post-Ride:
       Use sampled passenger audience
       segments for Grab In-App
       remarketing to upsell, cross-sell or
       gain further consumer insights

       3.1) My Grab Rewards

       3.2) Native Ad

       3.3) Customer Surveys
New to market!

                                                     Rewarded Ad                  User Watches CompleteAd
                                                   On Homepage Feed                  Earns reward points
In-Car Sampling – User Flow

   1   Pre-Ride:
                                              Watch & Earn GrabPoints

  2    In-Ride:                                                                        POND’s PureWhite

  3    Post-Ride:
       Use sampled passenger audience
       segments for further remarketing for    Magical Spell
       sales, reward or gaining insights       LUX •Sponsored
                                               Watch this enchanting video with
                                               LUX for 10pts!
       3.1) My Grab Rewards

       3.2) Rewarded Ad
                                                                                              $25.00
                                                                                     Black Tea - Lemon (20 packs)
       3.3) Customer Surveys
New to market!

                                              Customer Surveys    Customer Surveys
                                               At GrabAds Store   On Homepage Feed
In-Car Sampling – User Flow

   1   Pre-Ride:

   2   In-Ride:

   3   Post-Ride:
       Use sampled passenger audience
       segments for Grab In-App
       remarketing to upsell, cross-sell or
       gain further consumer insights

       3.1) My Grab Rewards

       3.2) Native Ad

       3.3) Customer Surveys
New to market!

Product Lineup :In-App
“Our home is your home”:
Grab’s new home screen aims to cater to
our users’ everyday needs through one
device: your mobilephone.

○   Personalisation

○   Utility (Payment, News, Prayer Alerts)

○   Entertainment (Games, Videos, Polls)

○   Discovery (Food, POIs, Events)

○   Localised, seasonal content
    (e.g. World Cup scoreboards)
Grab Audience Segments

                                            Food &                         Transportation
  Demographics                                                                                                        Finance         Interests
                                           Beverage                           & Travel

       Age r a n g e                         Cuisines                         Ride shar ing                        Type o f c a r d   Services
         Gender                               Dietary                      Mo t o r b i k e users                 Size o f spend      Shopping
       Family size                         pref erence                           Business
     Employment                          Food delivery                           travellers
          Status                       Restaurant visits                   Leisure travellers
        Students                                                                 Domestic
                                                                                 travellers
                                                                              I nt ernational
                                                                                 travellers

Custom audience segments available upon request
Note that we're testing our GrabAudience Data PMP which is under currently under Private Beta-
we would provide you a Deal ID and floor rate to plug into your DSP of choice, and revert with more details and a launch date soon.
Introducing, Rewarded Video Ads                                                         New to market!

                                   1.User watches complete   2.User earns
                                           video ad           reward pts
  1) Rewarded Video Ad
                                                                            User Opt-in (Click to play)
  Rewarded Video Ad on the
                                                                            100% Completed Views
  Grab home screen feed. User
  opts-in to watch the entire                                               Better Engagement
  video to receive reward
  points in their Rewards Wallet                                            Positive User Experience
  with a branded popup
                                                                            Stronger Brand Recall
  confirmation.
Confidential

Rewarded Video Ads have Higher Value…                                                                                                 New to market!

                                15x better Engagement                                                    11x better VTR

                              Completed Views to Total Impressions Ratio                                        VTR (Click To Play)

                                  Rewarded               0.71%                                       Rewarded                0.73%
                                                    Vs                                                                  Vs

                           Non-Rewarded                  0.21%                                 Non-Rewarded                  0.28%

                                                                A leading, global Fast Food Chain (MY)
                                                             Campaign Date: December 13th - January 4th, 2019

Note:
- Completion rate measured by Completed Views ÷ Total Sum of Impressions
- VTR = % of users who saw the impression and clicked to play the video
- Multiple other case studies available on request
and Rewarded Transit Ads                                                                                   New to market!

                                        In-Transit with               Real Time Ad.
                                      Booking Status bar   Target to specific drop-offs location

  2) Reward Transit Ad
                                                                                                   Highly Contextual
  Target to specific drop-offs
                                                                                                   Positive User Experience
  location. During transit, a real-
  time native image ad of Today                                                                    Stronger Brand Recall
  Special Deal at the destination
  appears in the home screen
  feed.

  Users can redeem the reward at
  the store at the destination,
  closing the loop at point of
  sale - from online to offline
Confidential
                                                                                                                         New to market!

Rewarded Transit Ads – User Flow

                                                                                              Going to Vivocity?
                 VivoCity

              Marina One

                                                                                              Get 20% off on Aldo Bags

                                                               Going to Vivocity?

      1. User books a ride and   2. While waiting for ride,     3. User is brought back to    4. Passenger sees the ad
      the destination triggers    user is prompted to click    the homescreen and shown        on way to destination
      the ad                      notification (green box)     the offer at the destination
                                 to reveal the special offer
Confidential
                                                                                                                              New to market!

Rewarded Transit Ads – User Flow (continued)

Going to Vivocity?

                            20% off on Aldo Bags
                                                                                        Ask the cashier
           Ad Image         Valid till 11:59:59 pm
                                                                                      to enter PIN below:
                                                           Get 20% off on Aldo bags
                                                                  Until 11:59 pm

 Get 20% off on Aldo Bags

     5. Passenger is                       6. User saves the special                                        7. Redeems in-store
  prompted to save the                     offer into their Rewards
         reward                                      wallet
Sponsored Native   Landing page
                                   Image widget
3) Sponsored Native
Image                                                              CTA

Standalone native image ad                                         Better Engagement
that appears in the home
screen feed to all users or a                                      Positive User Experience
targeted audience

Include a landing page to
direct users to a Grab service
or an in-app web browser.
Sponsored Places   Landing page
                                    Widget
4) Sponsored Places
                                                                  Drive Footfall
Showcase your storefront
on the first card of the “You                                     Incentivized Bookings
May Life” carousel. This
widget consists of a group                                        Positive User Experience
of cards that users can
scroll through horizontally
on Grab’s home screen.

Target a local audience to
book a ride directly to you!
Sponsored Places
+ GrabGift

Target a local audience
with a promo code to
book a ride directly to
your storefront!

                          Sponsored Places card   Details page   Grab service page   Grab service page
                          +GrabGift                                                  Book a ride with promo code
My Rewards       Book a Ride
                                            With reward discount
5) Sponsored
Ride Reward                                                        Instant Gratification

Automatically deliver a ride                                       Brand Loyalty
reward into your target
group of users' Rewards                                            Positive User Experience
Wallet
Case Studies
CASE STUDY: All I Want for Christmas is Heineken

To warm hearts and spread joy, Heineken entered into a
partnership with Grab to promote their All IWant For ChristmasIs
Heineken campaign. To maximise awareness to their target
audience, 100 cars were branded. Passenger interaction was
achieved with in-car reflective placement, boosting social media
presence for Heineken. 31,095 riders were exposed to the in-car
experience for an average of 17minutes.

            Car Wraps
                                         100                      4
                                          Cars                   Weeks

            In-car
            Branding                288,643km                    14m
                                        Traveled           impressions

         *Impressions calculated as 20 imp per minutetravelled
CASE STUDY: Garnier gains 9.8m impressions with
61% recall in 4 weeks with GrabAds!

Fuelled by the success of L’oreal Beauty Bar on-the-go in Jan 2017
featuring Maybelline and Garnier products (campaign reach exceeded
targets by 50%), Garnier ran a larger campaign in April 2018 to generate
awareness and engage the public to test its Garnier Micellar all-in-one
cleanser and makeupremover.

             Car Wraps
                                            60                      4
                                            Cars                   Weeks

             In-car
             Branding                 177,300km               9.8m
                                          Traveled           impressions

           *Impressions calculated as 20 imp per minutetravelled
CASE STUDY: Citibank 2Xs customer
acquisition with GrabAds

             40%                      Over 143,000
 surveyed expressed interest in the     ridersexperienced a
             product                           total of

                Car Wraps              2.5M mins

                In-car
                Branding              New customer acquisition
                                               rates

                                               2x
CASE STUDY: Shopee grabs awareness & sales for its 12.12 Sale

   Objective: Shopee wanted to increase hype for our joint Grab + Shopee
   12.12 Sale of promo codes.

   Solution: We launched an in-app campaign for three days after the
   Shopee pre-hype promotion from 6th - 10th Dec.:
       Campaign Dates: 11th - 14th December 2018
       Targeting: All Philippine users
       Placement: Native Image

   Results: Our 12.12 Sale sold out of three promo codes: PHP200,
   PHP250, PHP1000 in 3 hours or less!

                In-app
                                     1.04%            240,213
                                        CTR           Impressions

*Sales doubled vs. the first 5 days of Shopee’s 12.12 sale without GrabAds!
CASE STUDY: KFC grabs market awareness for a new product launch.

 Objective: KFC wanted to increase demand when showcasing their
 newest Spicy Gochujang Crunch fried chicken.

 Solution: To achieve their goal, KFC activated on Grab’s platform and
 in-market reach. We used clear messaging to drive customers to an in-
 app web browser for additional product info and offers.
      Campaign Dates: 3rd - 18th December 2018
      Targeting: All Malaysia users, 18-34 age group & GrabFood users
      In-app placement: Native Image

 Results:

                                 511,521            5,078
       In-app &                  Impressions         Clicks
       GrabAudience

                                          0.99%
                                             CTR
CASE STUDY: HSBC grabs demand for one of its credit card offers.

 Objective: HSBC wanted to expand market knowledge of their Visa
 Infinite Card with a new advertising partner.

 Solution: To achieve their goal, HSBC leveraged Grab’s native in-app
 product and in-market audience segments to reach target customers.
 Clear messaging was then used to drive customers to an in-app web
 lead gen form to sign up and learn more.
      Campaign Dates: 29th October - 31st December 2018
      Targeting: Affluent Commuters & Affluent Business Travelers
      In-app placement: Native Image widget

 Results:

                               1,016,861            6,354
       In-app &                 Impressions          Clicks
       GrabAudience

                                          0.62%
                                             CTR
CASE STUDY: Timbre grabs visits from
Grab users across two weekends
Timbre is a music lifestyle group with multiple bar restaurant
venues in SG & KL.

Primary KPI: Rides
What We Did: Sponsored POI - 5 listings, 5 locations, 2
categories: For the Foodies & For The Family
Target: All of Singapore

                             0.45%              21,906
                               CTR                   Clicks
            In-app

                                  4.9 million
                                     Impressions

                                       565
                                  Attributed Rides
Appendix
An expanding footprint throughout in Southeast Asia

         #1                                  130M+                                 336
         O2O Platform                        mobile downloads                      Cities, 8 Countries

         Largest                             Most-Used                             8.5m+
         Loyalty Program                     Mobile Wallet                         Micro-entrepreneurs

         Online-to-Offline
         Seamless attribution and engagement across Payments, Transport, Food and more

         First-in-Market
         Unique, first-in-market products driving loyalty, engagement, delight or sales

         Brand Safe
         Controlled and curated ads + content environment primed for ensuring Brand Safety

         Hyperlocal
         Fully resourced and local Ops, Support, Optimization & Servicing teams across SEA
… allowing you to reach them at the right
moments, with the right results

     Your Objectives            Our Solutions                       Your Results

                                     OOH Advertising                Top of Mind Presence
           Aware                Audience Segment Targeting               Talkability

           Engage       +              In Car Branding
                                     In App News Feed         =        Consumer Recall
                                                                    Consumer Engagement

           Acquire              In Car eCommerce, GrabGifts         New Leads, Consumers

     The right users            The right tools                   The right results
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