Riding from the back of a GrabBike doesn’t seem all that attractive to young people who have their own bikes. They neither realize nor appreciate the perks of riding on the backseat.

Unlike GrabTaxi, GrabBike hasn’t been gaining much attention from consumers. Consumers aren’t aware of (1) the service and (2) the affordable price. We want consumers to try our service and see how it can improve their lives.

Young adults who are mostly riding their own bikes.

Age group: 18 to 30

Our target audience is two things: new tech lovers and proud Saigoneses.

They are enthusiastic about new technology, and they love their city. Saigon youth express their love for the city in many different ways. Interesting stories about the people and places of Saigon always go viral in just 1 or 2 days.

Yet when asked, most of them don’t even know who some streets are named after. There are lots of interesting facts and stories behind every corner of Saigon that are still unknown to young people.

A trip with GrabBike will address both of these passion points.

Challenge

Target audience

L E A R N I N G

L E A R N I N G

Driving yourself every day takes time, anywhere from one minute to an hour, or more. During that time, you have to focus entirely on the road. Let’s be real, the traffic here is insane.

Riding from the backseat comes with a lot of perks, and one of them is time. Suddenly you get a bit of extra time on your way to school or work every day, not really having to do anything.

Here we see an opportunity, to give all that free time a purpose.

Insight

Let’s put all that free time into good use: get to know more about the city you love! Every street, every building, every corner of Saigon has a story. GrabBike knows Saigon. We know these stories. And you will too, in a way

unlike any other!

I D E A

BACKSEAT FACTS FROM GRABBIKE

THE STORY

When you ride with GrabBike, you have more free time to yourself. You can enjoy the city you love without having to focus on the driving. Your mind can wander off and start asking questions about all these street names, all these buildings and places. Just then, the answer appears right in front of you, literally.

Introducing The Backseat Fact Trip.

THE TECHNOLOGY

Know more about Saigon from the backseat

B A C K S E A T F A C T T R I P

A T-shirt with a LED screen connected to the driver’s smartphone.LED screen shows content (from the smartphone) on GrabBike driver’s back.This technology is available at www.tshirtos.com

THE TRIP

Know more about Saigon from the backseat

Being connected to driver’s phone, the LED T-shirt also has GPS tracking of the customer’s route.The LED T-shirt gives real-time updates for facts about the street that customer is currently on.

Let’s say you’re on Ly Tu Trong street, LED screen on the T-shirt will display a fact about Ly Tu Trong street. You turn the corner and now you’re next to the Opera House. LED screen will display facts about the Opera House.

Facts vary from historic events to fun facts about the streets, buildings, or areas.

For example:“To your right is the most ancient building in Saigon.”“The Opera House here first opened on Jan 1, 1900.”“Ly Tu Trong’s real name was Le Huu Trong.”

Customers can enjoy the fact trip of their beloved city from the backseat of GrabBikes, with real-time updates wherever they go.

B A C K S E A T F A C T T R I P

Bringing the #backseatfacts online

Right after your trip with GrabBike, the app gives you all the facts you have collected on the trip.

You can view these facts on your phone, and share the ones you like on social networks with the hashtag #backseatfacts.

To keep our fact database growing, customers can contribute their own facts and stories using the hashtag #backseatfacts as well.

# B A C K S E A T F A C T S

Reaching more people with more #backseatfacts

C H E C K - I N

Young people love to check-in on their Facebook. Partnering with Facebook, every time someone checks-in at a place, a GrabBike backseat fact about that street/building/area will pop up on their phone.

They can always share the fact if they like, with the hashtag #backseatfacts.

Our target audience is everyone with a smartphone. Aside from the people who can actually experience the GrabBike #backseatfacts trip, we want to reach as many other as possible. Young people love to check-in on their Facebook. Our campaign can reach them there, too.

D I G I T A L B I L L B O A R DVirtual experience of the #backseatfacts trip

People who still haven’t got a chance to try the #backseatfacts trip can also experience it virtually. Digital billboards at crowded street corners can give pedestrians a preview of the

#backseatfacts trip.

On the touchscreen of the billboard is Saigon’s Google Street View, with a twist.

You can move around Saigon 360 degrees in this simulation of the city.

Some buildings/streets/areas will have a #backseatfacts icon popping up.

You can click on the icon to reveal the facts.

This billboard then introduces the #backseatfacts trip from GrabBike and links to the app.

D I G I T A L B I L L B O A R DVirtual experience of the #backseatfacts trip

S U M M A R Y

Simple

Insightful and relatable

Guaranteed talk of town (new and exciting technology)

Engaging

Sustainable

Why we believe in this idea