Grab and VMLY&R Commerce have generated over 11 million views to date for the joint Father’s Day 2021 campaign launched last month, which pays tribute to the thousands of dads on the Grab platform.
Launched in Cambodia, Malaysia, Philippines, Singapore and Vietnam between June 11-20, in line with each country’s Father’s Day celebrations, the standalone campaign, entitled: “Happy Father’s Day – A GrabDad’s Story” explores what it means to be a father. The sentimental film salutes hard working dads across the region, highlighting the key roles they play, not only for their families, but also in business and the community.
“We loved VMLYR’s different spin – which expanded the traditional definition of fathers to include all kinds of GrabDads – those who work to support their families, to support their new infant business and those that support their communities,” said Regional Head of Brand & Country Marketing at Grab, Sulin Lau.
As part of the wider campaign, VMLY&R Commerce also produced special GrabDad T-Shirts which were distributed to Grab drivers via competitions and various social activations across the different markets to create additional visibility.
“The brief was a great opportunity to tell the story of the unsung heroes that keep Southeast Asia going, especially during Covid,” said ECD of VMLY&R Commerce Malaysia & Southeast Asia, Woei Hern. “They’re the frontliners that keep all of us going and deserve all the recognition in the world. We hope that we put a smile on their faces and inspire people across the region to recognise and support the people who work so hard for their babies, and ours.”
For many countries in Southeast Asia, Father’s Day takes place each year in June, with the exception of Thailand and Indonesia, which is celebrated in November.
Watch “Happy Father’s Day – A GrabDad’s Story” below: