In the Philippines, there’s an insight “When you see someone every day, you’ll start to look like them.” So when the food delivery app Grab came up with an “unlimited delivery” deal, customers ordered more food and drinks more often. Deliveries became more frequent and delivery riders became closer to their customers--riders even called regular customers by their first name. At the end of the film, the riders became so close to their clients that they look like each other...literally.

OBJECTIVE:

GrabUnlimited is a subscription service of the food delivery app Grab that allows its users to order more at an affordable price. With their competitor matching their offer, GrabUnlimited came up with a better deal and wanted to announce it to the general public.

SOLUTION:

GrabUnlimited hinged on the local insight "When you see someone every day, you'll start to look like them" and created a humorous film to promote its newest offer.

GrabUnlimited "Niel" rode on a local insight to deliver results!

*The material helped increase its subscriptions by 25%.

*Views reached 32M, almost 2.5x better than the previous campaign.

*Engagements rose to 2M, almost 7x better than previous campaign.

*The film took 90% of share of voice vs 10% for its top competitor.

Couples who've been going out for years, married couples, or even best friends in the Philippines believe that “When you see someone every day, you’ll start to look like them". The film "Niel" basically demonstrated this insight by showing all of its characters looking alike - even the dog.

Filipinos believe in the insight that “When you see someone every day, you’ll start to look like them."

This film basically humorously dramatized this insight by showing all of its characters looking alike, all because of the brand's benefit.