Jakarta. Ride-hailing giant Grab has transformed their luxury ride options, GrabCar Premium vehicles, into a mini showroom for Panasonic's Nanoe X air purifier, as part of their joint advertising campaign.
Some 5,500 GrabCar Premium vehicles in four Southeast Asian countries now have the air purifiers installed. These rides are available in Singapore, Ho Chi Minh City and Hanoi in Vietnam, Kuala Lumpur in Malaysia, and Jakarta, Indonesia.
The joint campaign spans from mid-January to March 2021.
The campaign leverages both the online and offline advertising solutions from GrabAds, the Southeast Asian unicorn's advertising business unit. GrabAds will make use of the customers' insight to reach out to the users via the app which has seen 214 million downloads.
Passengers do not only enjoy cleaner air during their rides, but can also learn more about Panasonic's Nanoe X technology via the in-app digital ads.
"Our partnership with Panasonic reflects our belief that advertising is not a one-way relationship, but a two-way relationship where there is a value exchange between the brand and customers," Ken Mandel, GrabAds regional managing director, said in his written statement last week.
The joint partnership marks a milestone for the fast-growing GrabAds business. GrabAds is also looking forward to collaborate with other brands and agencies to launch an impactful campaign in the region, he said.
According to Mandel, the partnership is an opportunity for driver-partners to make extra money. Driver partners will receive monthly payments for the product placement during the campaign. Panasonic will provide these air purifiers to the participating drivers at no cost.
GrabAds started off as a way to supplement the driver-partners and deliver-partners' monthly income via ad placements. But now brands can use Grab's fleet as a mobile billboard or place in-app digital ads.
Grab also provides one the biggest loyalty program in the region to support an integrated, measure, and rewarding marketing campaign for its customers.