GRAB FOOD LAUNCH

Grabd Food launch in regional market with centralized content in-ride Ad Tech project

The Challenge:

Their primary objective is to raise awareness, engage consumers, and prompt action throughout the consumer journey.

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Working closely with Grab Food, we pioneered Grab's initial experiential marketing nationwide, later expanding to regional areas. Our innovative approach mapped the entire consumer journey during Grab rides. This led to developing Myanmar's first centralized control system for real-time digital content, enabling push notifications and the successful launch of the Grab Food Campaign. The campaign significantly impacted awareness, engagement, and prompted targeted calls-to-action throughout the consumer journey.

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MCIX AGENCY: REVOLUTIONIZING FOOD COMMERCE WITH GRABFOOD IN MYANMAR

At MCIX Agency, we are always at the forefront of innovation, delivering next-generation marketing solutions that bridge digital and physical experiences. When GrabFood sought to introduce an innovative commerce-driven advertising strategy in Myanmar, we engineered a first-of-its-kind Grab ride experience, utilizing real-time data, location-based targeting, and audience segmentation to push hyper-relevant content and food trial opportunities. This campaign revolutionized the way food brands engage with customers in transit.

Case Study: GrabFood – Transforming Grab Rides into Smart Commerce Hubs

In a fast-growing digital market like Myanmar, reaching on-the-go consumers with relevant food experiences posed a unique challenge. Our client, GrabFood, needed an innovative commerce strategy that combined content engagement, real-time targeting, and in-transit food promotions—a completely new advertising approach for the region.

Challenges: Enhancing Food Commerce in a Mobile-First Market

The Myanmar market presented several critical challenges for food delivery services looking to drive consumer engagement and conversions:

Lack of centralized food commerce experiences, making it difficult to create seamless online-to-offline interactions.
Limited exposure to high-value audiences in real-time, restricting campaign effectiveness.
Overcrowded digital ad space, requiring fresh and immersive consumer touchpoints.
Fragmented purchasing behavior, necessitating precision targeting to capture intent-driven consumers.

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The results were substantial, impacting the targeted audience throughout their consumer journey with this campaign.

The Comeback:

Comeback: A Data-Powered, Location-Based Grab Advertising Model

MCIX Agency devised an industry-first interactive commerce model leveraging Grab’s ride ecosystem, offering a new-age, data-backed approach to advertising. By centralizing food content on Grab’s in-car entertainment system and smart displays, we transformed everyday commutes into high-impact brand experiences, delivering curated food content and trial offers based on real-time insights.

Solutions: Turning Every Ride into a Food Experience

To make this groundbreaking initiative a success, MCIX Agency executed a multi-faceted strategy, ensuring maximum brand exposure and conversion opportunities:

Smart DOOH Integration in Grab Vehicles: Installed interactive screens inside Grab rides that dynamically adjusted GrabFood ads based on the rider’s location, time of day, and audience segment.
Hyper-Localized Content Delivery: Riders were presented with GrabFood promotions tailored to their location—featuring nearby restaurants, limited-time deals, and exclusive discounts.
Food Sampling On-the-Go: Partnered with Grab drivers to distribute food samples, allowing passengers to taste-test featured restaurants while in transit.
QR-Driven Commerce: Each ad featured a QR code that seamlessly directed riders to exclusive food deals, restaurant pages, and instant order options, enhancing conversion rates.
Influencer-Led Content on Grab Screens: Integrated food bloggers and chefs to deliver engaging food reviews and dining recommendations while passengers were a captive audience.

Impact & Results

MCIX Agency’s strategic implementation of this innovative commerce solution yielded record-breaking engagement and conversion rates for GrabFood:

Over 1000+ Grab rides integrated with smart commerce-enabled advertising screens.
3X higher engagement rates compared to traditional food delivery ads.
First-of-its-kind audience segmentation that delivered personalized content based on rider demographics, interests, and location.
10% increase in food orders from Grab passengers exposed to in-transit ads.
Significant sales uplift, with GrabFood order conversions surging by 40% during the campaign period.
Massive social media amplification, with riders sharing their interactive experiences, leading to 500K+ organic impressions on Instagram and Facebook.

The Future: Scaling Smart Commerce for Food Brands

Following the success of this first-ever ride-based commerce activation in Myanmar, MCIX Agency is poised to expand innovative advertising opportunities in transit media. We continue to explore AI-driven personalization, live commerce integration, and shoppable video content, setting new industry standards for digital-first, real-time advertising.

If your brand is looking to revolutionize the way consumers interact with food, commerce, and technology, MCIX Agency is the partner you need. Let’s redefine the future of advertising together!