Culture & Context — Cultural Insight · Shortlisted Spikes Asia · 2024
GrabUnlimited is a subscription service of the food delivery app Grab that lets users order more at an affordable price. With a competitor matching their offer, GrabUnlimited came up with a better deal—and wanted to announce it to the general public.
In the Philippines, there's an insight: "When you see someone every day, you'll start to look like them." So when Grab came up with an "unlimited delivery" deal, customers ordered more food and drinks more often. Deliveries became more frequent and riders grew closer to their customers—even calling regulars by their first name. By the end of the film, the riders had become so close to their clients that they looked like each other… literally.
