MOI Global
Creative

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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