Goal of the Project

The goal of the project was to effectively communicate the message 'Stay Indoors' during the COVID-19 Pandemic. To achieve this, the message had to be conveyed in a meaningful way that showcases how a persons' day to day life would not be effected by the decision.

Vision and Innovation

GRAB is the biggest ride-share, taxi, and delivery app in Thailand. They offer services ranging from courier services to groceries, and personal package deliveries. They want these services highlighted in a way that showcases that any persons daily chores can still be completed by staying home.

Identifying the Challenges

The biggest challenge was identifying what services to highlight specifically for consumers. As GRAB offers many different services, most of them seemed to require for a consumer to step outside of their homes. This posed a challenge that required some level of innovative thinking and problem solving to achieve a desired result.

Resolving Problems

In order to solve the main issue, GRAB introduced a no-contact delivery and pickup system through their app. This was easy to achieve given that at the time only essential workers were allowed to roam in public and delivery drivers fell under that category. Consumers and delivery drivers we able to leave packages outside for pickup and delivery, removing the need for any personal contact. Through extensive online surveys, I was able to highlight the key services that people rely on such as Package Delivery & Pickup, Food Delivery, and Grocery Shopping.

Clear-Cut Message

It was paramount that the conveyed message feels personal and caring, while also emphasizing the importance of staying home. Therefore, the main design of interacting with your courier through your phone, shows the importance of human interaction and touch while also emphasizing the need to keep ones distance.

Notable Features

• Clear-cut message to stay home and stay safe

• Personal artwork to show caring and effectiveness in service

• Brand cohesion

Conclusion

Overall the campaign showed positive results with many people country-wide relying on the services for their day-to-day tasks. GRAB had established a good outlook on its effective service and caring drivers to the general public, all while emphasizing the need for people to stay home and stay safe.