As part of the campaign, Grab released “The Art of Tai Chi”, a 3-minute film which debuted on 7 January 2020. The amusing, Kung Fu Hustle-inspired clip tells the story of Little Bro who is often the victim of his family members’ “tai chi attacks” when it comes to Chinese New Year chores. With guidance from his family gardener, Little Bro finally masters the art of Tai Chi by “tai chi-ing” his family’s Chinese New Year chores to Grab.
Andrew Tan, Fishermen’s Executive Creative Director, said the film is meant to be another showcase of Grab’s everyday, everything super app, similar to
#BuangBalikRaya, Grab’s Hari Raya film from 2019. “Leading up to Chinese New Year, Grab introduced new services beyond transportation to help Malaysians prepare for the celebration. Like other festive occasions, there are plenty of chores to be done. However, some shift, or colloquially, ‘tai chi’ their responsibilities to others. We saw this as an opportunity for Grab to help these ‘tai chi victims’. Through an entertaining martial arts film, we helped convey the message that whatever they need, they can ‘tai chi’ it to Grab.”
Hassan Alsagoff, Grab Malaysia’s Country Marketing Head, said: “Our everyday, everything app makes it easy and convenient for everyone to take care of their Chinese New Year preparations. From transport to food delivery, shopping and more -- all through a mobile wallet -- you can get Huatever you need, from a single app.”
Alsagoff added that popular GrabFood orders leading up to the celebrations include Nando’s sharing platters and Yee Sang from Salad Atelier and Madam Kwan, whilst shopping online from Prestomall and Zalora is on an upward trend.
Since its launch, “The Art of Tai Chi” has gained strong traction and positive feedback with over 4,164,036 views, as well as 702 reactions, 62 comments on YouTube and 16K likes, 592 comments and 3.3K shares on Facebook as of 23 January 2020.