The initiative demonstrates that fees do not simply go to the company but help fund programs that directly benefit drivers and their families.

The campaign also features a billboard that changes between day and night. During the day, the visual shows a Grab motorcycle with a stack of school supplies and a quote from a Grab rider: “Every order you place helps me send my child to school.” 

At night, the motorcycle’s headlight illuminates the supplies, casting a shadow of a student with a backpack. The imagery is designed to illustrate the real-world impact of each ride or delivery on families.

Moreover, the concept was inspired by Sito Guatno, a Grab rider who uses Grab’s programmes to support his children’s education. His story became central to the campaign, transforming the billboard into a symbol of aspiration and community support.

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Skyro provides flexible loans, targeting heads of households looking to purchase home appliances. For its latest campaign, the company teamed up once more with GIGIL, this time highlighting a uniquely Filipino twist: most billboards in the country are made of tarpaulin. The activation used the material as a playful medium to show what Filipinos no longer need to do now that appliance loans are more accessible.

The campaign features Skyro’s brand ambassador Dennis Trillo, depicted wringing out the tarpaulin on a giant billboard with the statement, “Mag-loan ka na kasi ng dryer” (“Get a loan for a dryer now”).

The billboard reportedly generated significant engagement, including hundreds of thousands of social interactions, increases in brand recognition and recall, and notable spikes in both in-store and online loan applications.

This is not Skyro and GIGIL’s first foray into playful outdoor advertising. In 2024, their billboards also went viral with messages such as “May naka-harang kasi, so kami na nag adjust” (“Something was blocking the way, so we adjusted”), which appeared to flexibly wrap around obstacles like electrical poles. The concept highlights GIGIL’s creativity while reinforcing Skyro’s brand positioning as a provider of flexible, accessible loans.

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For the campaign, SW Network and Flipkart Tech developed miniature billboards featuring sharp, cheeky messages designed to stand out in cluttered advertising environments. The billboards, which spotlighted features of the Infinix Note 50s 5G+—including a Sony camera sensor, curved display, and 144Hz refresh rate—were placed across high-traffic areas in Delhi, Mumbai, and Bengaluru.

The campaign also included individuals holding placards in front of large competitor billboards, adding a comparative edge to the rollout. The approach drew attention for its unconventional format and minimal physical footprint, prompting discussion across social media and marketing circles.

Speaking about the campaign, the leadership at Flipkart said, “We needed an innovative way to deliver our message of category innovation. The brand was banking on investing in features and questioning the noise. These tiny ads turned out to be a huge success. I won’t be surprised if other brands follow suit.”

Raghav Bagai, co-founder of SW Network, added, “At SW Network, our approach is always to cut through clutter with ideas that feel fresh, contextually sharp, and culturally relevant. These tiny ads proved that sometimes, going small makes the biggest impact.”

The campaign gained traction on social media, with creators, meme pages, and users on platforms like Twitter and LinkedIn commenting on its unconventional, small-scale approach.

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For Grab, being featured on the Times Square billboard was an opportunity for these merchants to be recognised as vital representatives of their communities on an international stage.

It is worth noting that a large number of the six million merchants and partners on Grab are small-to-medium F&B outfits, with 67% of total GrabFood and GrabMart GMV was contributed by MSMEs.

“These merchants-partners typically don’t have the same marketing and advertising budget as larger players, and would not usually advertise outside their home countries,” Grab said in a recent blog regarding the latest version of this initiative.

Some of those merchants being featured include Philippines-based fruit brand Prutasan ni Adan, Malaysia-based soy sauce chicken restaurant Nasi Ayam Kee Chup, Singapore-based DIY sushi and salad chain Maki-San, and Thailand-based bakery HAAB.

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The show depicts a ‘Golden Bull’ charging towards the mall, as it ‘breaks’ the glass with the words “Together Against COVID-19,” and graphics showing greetings for the Chinese New Year.

The 3D show is best viewed from Pavilion KL’s Crystal Fountain and is aired until March 2021. The Pavilion Elite LED Screen measuring 60.8m in width and 21.5m in height, with an impressive total size of 1,310 sqm, is a venue in showcasing this groundbreaking 3D show and technology. 

This 3D Golden Bull show on the Pavilion Elite LED screen presents yet another first in Malaysia showcase by Pavilion KL for this Chinese New Year’s‘ Blessings of Prosperity’ celebrations. The other first in Malaysia record is the ‘Biggest Golden Bull’ in the mall’s Centre Court, measuring 15ft in height and 16ft in width.

MARKETECH APAC has already reached out to Pavilion KL for further comments on the 3D show installment.

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The billboard, placed temporarily in Castlepoint Station on the Wairarapa coast of New Zealand, utilized BBDO’s developed foretelling neural network to answer to the most significant questions about ‘tomorrow’ – from “when will flying cars become ordinary vehicles?” to “what will 3D printing be capable of by 2050?” In addition, audiences are able to view the billboard live from New Zealand via the ‘Safer Tomorrow’ website.

“Kaspersky is committed to building a more protected and safer world. To achieve this, the global cybersecurity company closely follows technological trends and predictions to generate a picture of what we can expect in the future and to understand how to secure it in advance. Kaspersky also believes that the more people who consider the future and the likely trajectories of society and technology, the more they will be able to foresee and contribute to this better and safer tomorrow,” the company said in a press statement.

The deployed neural network uses the latest machine learning architecture and techniques and is trained to analyze requests and provide predictions based on data collected from hundreds of thousands of related sources, including science fiction books and magazines, selected media, and blogs.

Asked about the use of science fiction materials as a base for the ‘Safer Tomorrow’ predictions, the company stated that “boldest predictions were usually considered not just incredible but even whimsical at the time they were made.”

“Over the last few decades, as SciFi authors have got access to the latest progress in science, their ideas and predictions are treated with much more respect and seriousness even by scientists,” the company stated.

The company, however, clarified that the neural network itself will admit as to whether no answer can be provided, and will try its best to reformulate the question or prod for another one to be asked. 

“Some predictions are still to be made, and even the neural network’s knowledge has its limits. But not knowing everything about the future makes it even more amazing and thrilling. Generating a specific prediction as an answer to a question would take a few seconds,” the company added.

Furthermore, insights used in the ‘Safer Tomorrow’ platform will be also using Kaspersky’s former interactive project ‘Earth 2050’, a platform project providing a futuristic image of what the world will look like in 30 years’ time.

The creation of the ‘Safer Tomorrow’ platform, according to Andrew Winton, vice president for global marketing at Kaspersky, was to raise people’s awareness about what the future might look like and feel more certain about upcoming opportunities.

“Looking into and understanding the future is something that has occupied the minds of humankind throughout time. It is this knowledge that allows us to be secure, prepared and confident. Kaspersky believes in a bright future where, [the] as-of-yet unseen potential for humanity will be opened up by technology, which is why we secure it,” Winton stated.

The live stream billboard construction will be accessible to the public until February 25 and will be dismantled thereafter. 

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