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BRIDGING THE INSURANCE GAP FOR THE UNDERSERVED
As a disruptor brand that’s all about the ‘one and all’, Grab launched Southeast Asia’s first micro-insurance plan, tailored to protect private-hire driver-partners, and promoted the plan through an integrated campaign.
THE CONTEXT
While Grab’s private-hire driver-partners have the flexibility the gig economy provides, they don’t enjoy the same safety net many other working professionals expect. Most private-hire driver-partners see insurance as a luxury they can’t afford, leaving them under-protected.
In response, Grab, under its GrabInsure brand, launched Critical Illness: Pay Per Trip, a flexible insurance product designed especially for its driver-partners.
THE CHALLENGE
To drive policy sign-ups, the campaign needed to educate driver-partners about the features, benefits, and transparency of the Critical Illness: Pay Per Trip product. It would also need to address confusion about product mechanics among driver-partners and negative perceptions of insurance in general.
THE SOLUTION
We created and digitally promoted an integrated campaign using video, in-app messages, push notifications and social, and through offline collaterals at the Grab Driver Centre.
THE RESULTS
1000+
POLICIES SOLD IN 2019
194%
MONTHLY ACTIVE USERS TARGET MET
85%
PUSH NOTIFICATION OPEN RATE DURING FULL LAUNCH
80%
PUSH NOTIFICATION OPEN RATE DURING REMARKETING
The MOI team is an absolute pleasure to work with, always going the extra mile to ensure projects are delivered effectively and efficiently.
Keith Lim, Regional Merchant Marketing Lead, GrabFinance
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