Grab: Garuda Spirit – Play as a team, win as a nation

Ride-sharing app Grab reinforced its partnership with the Indonesian national football team with a mobile campaign positioning itself as the main platform for fans to show their support for the team in the ASEAN Football Federation U-22 Youth Championship.

Campaign details

Brand: GrabLead agency: Media MuscleCountry: Indonesia

Strategy

Objective

The Grab and Indonesia's National Soccer Team (Timnas) partnership started in Oct 2018. Grab started Kobarkan Semangat Garuda (blaze your garuda spirit). Garuda as the emblem of Indonesia that always sticks in the chest of Timnas' jersey. Within that moment, Timnas was competing in AFC U19 but lost in the semi-final. Then in November, Timnas played in AFF Suzuki Cup and lost in the group stage. It was a hopeless moment for Indonesia. But the supporters did not lose faith. Grab as a partner, were...

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