So, what’s your excuse this time for being late? Perhaps you can grab some cues from Grab Philippines as it pokes fun on the so-called Pinoy time in its latest campaign. But, sorry, putting the blame on GrabCar has never been a viable excuse. More so now.
Grab Philippines is taking a humorous approach to highlighting its improved booking reliability, launching a series of online videos that poke fun at extreme excuses people may give for being late or canceling plans – with GrabCar no longer being a viable excuse as it is now more reliable.
The campaign, titled “Sorry, ‘Di Mo Na Kami Pwedeng Gawing Excuse,” is a direct response to the company’s improved driver allocation for passengers and a more reliable booking experience.
The leading superapp reports that in the first half of 2024, GrabCar has seen a significant improvement in passenger experience, with nine out of 10 passengers trying to book a Grab ride being successfully allocated a driver.
To emphasize this message, Grab partnered with Gigil, a multi-awarded creative agency, to produce three humorous videos showcasing absurd excuses people might use to avoid commitments now that booking on GrabCar is more reliable. From faking a dog attack, breaking the law, to accidentally dropping their phone in the toilet, the videos are designed to resonate with viewers and reinforce the idea that GrabCar is no longer a convenient excuse for being late.
The campaign has been a social media hit, garnering 20 million views in just three days and a warm reception among the online audience.
J-anne Aruta, Grab Philippines country marketing head, states, “Through the intriguing paradox in ‘Sorry, ‘Di Mo Na Kami Pwede Gawing Excuse’, we aim to instill confidence in our passengers that GrabCar is now a more reliable transportation alternative – a safe and convenient way to get back home to their families or reach their intended destination.”
The marketing leader emphasizes the film’s resonance with an insight that is a shared truth among many Filipinos. Aruta humorously remarks, “We’ve all found ourselves in this situation – crafting the most plausible excuses to avoid commitments or justify delays; sometimes even blaming the unavailability or challenges in securing a ride. However, Grab persistently strives to put an end to this amusing habit of playing the ‘I couldn’t book a ride’ card.”
Grab attributes this to various efforts in keeping more driver-partners active, and to an array of technologies and new features like Advance Booking, Multi-Taxi Type Booking, and Group Rides that enhance and optimize every GrabCar’s reliability and utilization.
