Bangkok, Thailand – Super-app Grab in Thailand has rolled out a new campaign titled, ‘Dear Homosapiens’, to encourage the cash-loving nation to use its digital wallet service, GrabPay.
According to Grab, Thai users remain adamant in trying its in-app e-wallet as they still seem to be tied to the traditional practice of cash. Ever since GrabPay has been introduced, Grab has been aggressively marketing it as a top preferred mode of payment in availing its services such as GrabFood and GrabMart and most especially its ride-hailing service, continuously launching discounts corresponding to its use. Grab even said that majority perceived the service as way too complicated for them.
In order to turn this view around, Grab in Thailand collaborated with creative agency Wolf Bangkok and production company Salmon House to launch a new ad – a quirky conversation between an ape and a naive lazy man who thinks that everything is complicated. In order to stress its simplicity and ease of use, in a sarcastic spin-off, it is the ape who explains to the fully-evolved homosapien how to use GrabPay.
“This commercial film aims to shift Grab users’ behavior by using a hilarious conversation to attract the audience and to deliver the message ‘GrabPay Wallet is really easy to use’,” said Wolf Bangkok in a press statement.
