Grab

In a marketing case competition hosted by the Digital Marketing Association of Universitas Padjadjaran, our team was tasked with boosting the use of the Grab app across West Java. To tackle this challenge, we crafted a tailored strategy that focused on localized campaigns, with Bandung serving as our pilot city. We launched the vibrant campaign #GrabJelajahBandung, featuring our mascot Maung, designed to engage both tourists and locals eager to explore the city. The campaign combined creative product bundles, exclusive vouchers, in-app games, on-the-ground activations, and cutting-edge interactive augmented reality technology—making it easier and more exciting for visitors to discover the hidden gems of Bandung while enhancing their Grab experience.