Whatever It Is, Gift It with Grab
Grab set out to increase daily transactions and basket size across its ecosystem, including GrabFood, GrabMart, and GrabCar, by making everyday bookings feel more rewarding and emotionally engaging.
The opportunity was to drive higher frequency of use among millennials and young families in key cities, while differentiating Grab beyond functional convenience. The brief called for a scalable campaign that could build excitement, strengthen customer preference, and encourage repeat behavior across multiple services, rather than relying on short-term price incentives.
Planning & Execution
TLC partnered with Grab Philippines to reimagine everyday transactions as rewarding, habit-forming experiences across GrabFood, GrabMart, and GrabCar. The objective was simple: drive frequency and deepen platform engagement by making routine behaviors more exciting.
The solution was a fully integrated, in-app Claw Game mechanic that transformed everyday spending into moments of surprise and delight. Users earned game plays by completing core transactions: ordering meals, booking rides, or shopping for groceries — creating a seamless, cross-service engagement loop embedded directly within the Grab ecosystem.
TLC led end-to-end campaign strategy and execution, managing the partner and prize network to deliver high-perceived-value rewards aligned with Grab’s audience. From brand recruitment to fulfilment and logistics, TLC ensured a frictionless customer journey from participation to redemption.
By combining gamification, strategic partnerships, and seamless integration, the campaign strengthened emotional affinity for Grab while driving repeat usage as part of customers’ everyday lives.
Effectiveness / Results
- 2.54X in ROI and over 10 million prizes put up for grabs
- Campaign generated millions of engagements, showing strong resonance across Grab’s ecosystem.