Grab: Local Heroes
Regional Campaign

Digital Ads & Creative Assets

HOW DCA HELPED GRAB DEPLOY PERSONALISED DIGITAL ADS IN
6 COUNTRIES DURING LOCKDOWN

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CHALLENGE

Grab wanted to help the small, local businesses in 6 Southeast Asian countries to survive and thrive amidst the COVID-19 pandemic by giving them free advertisements within the app.

As most of these small businesses lack the digital know-how or resources, Grab needed to produce personalised ads to showcase the thousands of merchants, appeal to the varied audience sets, while taking into consideration local nuances in different countries – all within a short time frame.

STRATEGY

Leveraging our proprietary delivery system Digital Creative Automation (DCA) to speed up the creative production process by automating the variants adaptation based on information that was available from Grab’s merchants.

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RESULTS

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7,000

units of creative assets
produced in 2 weeks

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80%

reduction in required
resources

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80%

savings in overall
campaign cost

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There are plenty of creative automation solutions available today. What’s special about Kingdom Digital’s solution is how cleverly they adapted their tools to Grab’s internal processes to help speed up adoption and eliminate daily frictions.

Sulin Lau, Regional Head of Country Marketing at Grab.

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