CASE STUDY: MAINTAIN THE BRIDGES TO GO THE DISTANCE
GrabRentals 2019 Marketing Video
As the car rental arm of Grab, GrabRentals has revolutionised the renting experience for car hirers by incorporating benefits like medical leave, petrol savings, and loyalty rewards. As part of their 3rd Anniversary celebrations, GrabRentals wanted a video that could communicate the benefits of renting from them, in a relatable and clear format. After a few rounds of selection, the team at GrabRentals was impressed with our proposal as well as the effort we’ve put into conducting ground research on private car hirers.
With an exhaustive list of exclusive benefits, Motionsauce had to work with the client to shortlist the benefits that will be mentioned in the video. The challenge was to arrange the benefits in a strategic flow to fit a 2-3 minute duration and not a video presentation with tons of information. Another challenge was to keep the storyline neutral without unintentionally offending other existing car rental partners.
We conducted ground research to understand what benefits attract private car hirers. From our research, we understood their consideration factors better and arranged the benefits in a strategic flow that will convince the skeptical drivers who are not renting from GrabRentals yet. We then dramatized the flow with scenarios, to make it more relatable to the specific demographic.
As the video was well-received during the event, the team considered playing it in the Grab Driver Centre and had contacted us for future partnerships.
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