GRAB knows more than 45% of Indonesia population still using feature phone (based on Telkomsel data). GRAB using SMS and UMB (USSD Mini Browser) with Telkomsel for this recruitment because there is no limitation for user to join GRAB. GRAB also using Telkomsel big data on this process to find the right potential audience. GRAB set their KPI for reach 2 million people and looking for 10% acquisition rate but the result is more than expectation.

After see the insight from our big data result, we got the list which is match up with GRAB potential audience. From this list we got around 60% using smartphone, 40% using feature and basic phone. By this result we know that Telkomsel user still much having feature and basic phone. To get the message of recruitment we choose UMB(USSD Mini Browser) as the media form and SMS as the announcer to get the leads. We also try to picking the right wording for SMS to make sure the audience attractive for joining GRAB. This is the example of our wording on SMS (we translate it in English): "In Grab you can work anytime because you will get order everytime! Join us in *200*888#". In UMB we also try to give short journey by giving only 4 layers (name, email, phone numbers and cities) to make sure they can submit it so easily. By combining these media we can reach all of the audience and also let them apply for GRAB without limits.

To get the results from this campaign we count on how much people who received the SMS and also how much audience who dial our UMB *200*888#. The results we reach more than 3.5 millions of target audience from Telkomsel subscribers. We get around 20.000 people whose access the UMB *200*888#. The leads from Telkomsel will be follow up by GRAB recruitment team. And as the final results GRAB get 30% from leads succeed join as GRAB car drivers. This results comes from 1 months of campaign period. GRAB take this stuff as lesson learn because its more better than using digital placement in Facebook and Google for the same recruitment campaign. GRAB get more awareness on those media but their acquisition rate is around 15% which is lower than using Telkomsel. At the end this campaign results makes GRAB continue this project with Telkomsel till March 2018.