Fishermen Singapore Co-founder and Executive Creative Director Adam Miranda said with so much food and great deals being offered, this year’s campaign needed to be “grander” than usual.
“When conceptualizing the idea, we thought of that one person in our lives who wants to make sure we are always well-fed. And that person is none other than our grandmothers, who in true Singaporean ways show their love by constantly feeding and indulging us.”
Through the character of a larger-than-life endearing Singaporean grandmother, the Grandmother of All Sales aims to keep Grab’s wide variety of affordable food and grocery options top-of-mind for its users by highlighting the vast number of deals on the platform, as well as its recently launched GrabUnlimited subscription pack.
The campaign kicked off with a movie trailer-esque video directed by Darrel Hyon-Lè and the Directors Think Tank production team, to bring out the “grandness” of the campaign. Other touchpoints include a digital video wall at Dhoby Ghaut, out-of-home displays for bus stops and MRT platform screen doors, and in-app deliverables.
Commenting further on the campaign, Fishermen Group Brand Director and Co-founder Joyce Gan said, “We wanted to create a big impact, especially with the digital video wall, to build awareness on the fantastic deals available through the mega sale. Eating is a favorite pastime for many of us, and with Grab Singapore’s mega deals on GrabFood and GrabMart, we can all eat more, eat more, eat more, and save more!”
The Grandmother of All Sales ends on November 21.