Background and Context
In the fiercely competitive superapp landscape, where new players in the food delivery sector continually emerge, GrabFood aims to consistently and effectively engage, inform, convert, and ultimately enhance the loyalty and order frequency of its user base. Chinese New Year, a significant Q1 celebration in Thailand with an estimated spend of 57.6 Billion Baht in 2022, presented a golden opportunity for GrabFood to leverage the festive fervor to introduce GrabUnlimited and stackability.
Campaign Objectives
The aim of this campaign was to leverage the festive season's high spending to capture demand and introduce the new subscription features to...