Kuala Lumpur, Malaysia – As part of its ongoing collaboration with regional super-app Grab, The Clan created a docuseries dedicated to telling deeply personal stories of the women who work as drivers and delivery partners.
For the agency, the series features the ‘Motivation Meter?’ which serves as the measure of what drives the women to drive for Grab.
Based on Grab’s commitment to creating opportunities and helping individuals realise their ambitions, the agency highlighted three unique stories across Three Pillars: Caregiver, Safety Net, and Savings Goal.
These included a single mother who gained the flexibility to work while raising an autistic child, a writer who was retrenched from a publishing firm yet managed to self-publish her first book, and an exercise instructor who nearly lost her home to debt.
Through the narrative device of a “Motivation Meter” the audience got to witness what made these women tick, and what saw them through their most difficult times.
Sam Lai, head of art at The Clan explained, “We wanted a storytelling approach that diverged from the conventional talking-heads-in-cars type of interviews. So by adding this element of the Motivation Meter, it provided a unique angle for these inspiring women to share their deepest motivations. This offered a more intimate and authentic glimpse into their world and what inspires them to go the extra mile every day.”
The campaign debuted in mid-November, and has since garnered over 5.9million views on YouTube alone. It also aired on national television, drawing even more substantial viewing numbers.
