​​Early this year, Grab launched a digital wallet service, “GrabPay Wallet,” but the service did not seem to be going well in Thailand

because Thai people still use cash most of the time when using Grab, as Thais perceive that the service is way too complicated for them to use.

The film told the story based on the hilarious conversation between one lazy man and an ape in order to attract the audience

and to get the message “GrabPay Wallet is really easy to use” noticed.

In the film, the lazy man thinks everything is complicated, even using GrabPay Wallet is too much of a hassle. So, the ape has to give him

a BIG lesson while demonstrating how easy-to-use Grab’s e-wallet is.

If every player in the game playing the same promotion game then we don’t change our promotion. We decided to change the game.

If every promotion from every brand are the same, it’s mean that who make consumers perceive as the most easiest at use is the one winning the game.

Although we’re in the lockdown period, creativity can’t be locked down. We did the production part under government restriction that only 5 people are allowed on set

so we have to use as less resource as possible within limitation and from this reason, we ended up with 2 talents in 1 location with the conversation-driven

storytelling. Finally,we nailed it. It’s successfully on trend and spreading across various platforms all over the world. Even Becoming MEMES !

And the most important result is that we successfully conquer over the laziness of humanity.

10 Million views in first week

26 Million views from all channel

58 Million Total Campaign impression

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15% Total Monthly Active User growth

20% Total Wallet Payment value growth (In 11 Billion USD total market cap)