JTBD:
Schedule delivery order in 9 - 11AM time slot the next day with GrabExpress 4H to get the best price and certainty.
Problems:
New social Sellers tends to choose GrabExpress 4H to save up money as much as possible. However, they are difficult to receive booking confirmation and drivers often cancel their booking.
Also, after placing the order, they are not able to know what time the driver will arrive. Sometimes bookings have been silently canceled by the driver and they have forgotten about it. Doom, business loses a customer and maybe more!
Creative Idea:
The toxic relationship
Through observation, we see the connection between Social Sellers and Shipper are just like a toxic relationship. Sellers continuously call, "beg" for attention while Shippers don't give a damn!
Execution:
Soap opera genre is the chosen approach. From the start, the video intentionally leads viewers to assume this as a dramatic, toxic love story then it turns out to be an ad from GrabExpress.
Creative Lead: Thien Pham
Creative Producer: Quyen Luong
Copywriter: Chip Luong
Art Director: Thinh Doan
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