Kuala Lumpur, Malaysia – With the eyes of the rest of ASEAN and the world focused on Malaysia during its hosting of the 47th ASEAN Summit recently, regional superapp Grab launched a massive outdoor campaign draping the city in Grab’s well-known green colours, welcoming visitors and delegates in the country as well as showcasing the brand’s journey from a startup to one of the region’s well-recognised brands servicing ride-hailing to food delivery.
The campaign was done alongside Accenture Song and The Clan, who worked within a short period of time to execute said campaign. In a quick conversation with MARKETECH APAC, Sandra Heung, general manager at The Clan noted that their creative and animation teams worked to adapt one master storyboard across multiple formats, from the panoramic KLIA Dreamboard to the towering WOLO Hotel takeover.
“The brief was clear: “How do we welcome ASEAN leaders and delegates in a big, uniquely Malaysian way?” Every site had to tell the same story yet feel native to its environment. The result was fast, bold, and very Grab – turning a simple message of Malaysian hospitality into a powerful, large-scale visual showcase,” she explained.
She also noted that through bold visuals and confident messaging, they wanted to show that Malaysia leads with heart–and that Grab is driving ASEAN forward toward a more inclusive and sustainable future.
“At its core, the campaign was a warm expression of Malaysian hospitality. Through #GrabBersamaASEAN, Grab was committed to making leaders and delegates feel both welcomed and at home. It celebrated Malaysia’s role as ASEAN Chair and Grab’s footprint across Southeast Asia,” she added.
When asked about the campaign’s significance not only during the ASEAN Summit period but also on Grab’s journey throughout the region, Sandra noted that more than just visibility, the campaign was a proud statement of growth, partnership, and national pride as it celebrated Malaysia’s role in shaping the region’s innovation story.
“This campaign underscored Grab’s journey of growth, from a startup born in Kuala Lumpur to driving progress in over 800 cities in Southeast Asia. The KLCC Tunnel takeover symbolised that journey, showcasing how far both Grab and Malaysia have come,” she concluded.
The 47th ASEAN Summit, which was held on October 26 to 28, also bore witness to the official declaration of Timor-Leste as the new additional member of the ASEAN, becoming the latest state to join the alliance since 1999 when Cambodia joined.
