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Manila Bulletin devider Technews devider GIGIL Agency campaign increases GrabUnlimited subscribers by more than 200%

GIGIL Agency campaign increases GrabUnlimited subscribers by more than 200%

Published Dec 12, 2022 10:51 am

Grab Philippines has partnered with advertising agency GIGIL Philippines to launch their latest subscription plan. Through the most unlikely of films, the country became acquainted with GrabUnlimited and its promise of free delivery every day on GrabFood.

The first film, "Office," begins with a heated office drama between two colleagues over something as insignificant as a red ballpen. The conversation becomes increasingly heated until someone referred to as "boss" intervenes to calm things down by reminding both parties of their friendship. It was a heartwarming moment...until the viewer realizes "boss" is the office's favorite Grab rider.

The Grab rider's familiarity with his customers' lives is also seen in the second film, "Albularyo," in which an albularyo (folk healer) is called in to figure out what caused the growth of a finger on a child's forehead. The albularyo is mildly confused when he sees the Grab rider hand the real father his GrabFood delivery, much to the amusement of everyone watching the film.

Both films underline the idea of how frequent food deliveries brought by GrabUnlimited’s free delivery every day bring a different kind of closeness (the kind that leads us to think that the Grab rider is a relative or a fellow employee) between the Grab rider and his customers. Many viewers found the concept compelling as GrabUnlimited subscriptions shot up by more than 200% since the launch of the campaign.

#GrabUnlimited is a subscription plan that allows consumers to enjoy free delivery on GrabFood every day, valid for all restaurants. For only PHP 9 on their first month, GrabUnlimited subscribers can enjoy free delivery, stackable vouchers, and exclusive offers.

This is the first time Grab Philippines has teamed up with GIGIL Philippines, the leading independent ideas agency behind numerous viral videos that had the Internet exploding with confusion, theories, and of course, laughter. Recently, GIGIL bagged four wins at the 2022 YouTube Works Awards. This year, the agency also won two silvers for marketing effectiveness at the APAC Effie Awards 2022 under the Beverages Non-Alcohol and Short Video Marketing categories, their third consecutive win in a row. The agency has been awarded at the Cannes Lions International Festival of Creativity for two consecutive years as well.

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