Integrated Proposal

Sampling Opportunity For xxx

 Grab is Southeast Asia’s leading Superapp

SEA presence across

8 countries

Mobility Deliveries Financial Services

Leading last-mile Leading delivery platform Have access to payment
transportation network licenses in 6 core markets Vietnam
Since 2014 Philippines
Myanmar Since 2013
Since 2017

1 1 1 Thailand Cambodia
Since 2017
Since 2013
Malaysia
Since 2012

Category position1 Category position2 Category position3 Singapore

Since 2013

8 years in 3 years in 3 years in

operation operation operation Indonesia
Since 2014
Source: Euromonitor for category position
Southeast Asia refers to Indonesia, Malaysia, Singapore, Thailand, Philippines and Vietnam only.
Category position is based on 2020 ride hailing and online food delivery GMV and digital wallet payments TPV.
Online food delivery category position
Digital wallet payments category position

Private and confidential

GRAB'S OVERVIEW ACROSS SEA - THE GROWTH OF SUPERAPP
 that engages consumers days & nights.

AM PM

Order Ride Transfer Order Check Invest Buy Shop Ride Order Pay Book Get
breakfast to work money lunch on delivery in stocks groceries for clothes back home dinner bills staycation insurance

Private and confidential

GRAB'S OVERVIEW ACROSS SEA - THE GROWTH OF SUPERAPP
GRAB IN VIETNAM Private and confidential
 Being the everyday SUPER APP for our users

PASSENGERS DRIVER-
PARTNERS

Millions of Hundreds of
Vietnamese consumers thousands
Car Bike Food Express Mart Rewards
Driver-partners

KEY USER CHARACTERISTICS

48
● Gen-Y & Millennials User base KEY USER CHARACTERISTICS
● Make digital transactions with ● Tech-savvy & independent
ease ● Very responsive to new deals
● Adventurous, Responsive to new Cities & Provinces and promotions
products/services Grab outserves

GRAB IN VIETNAM This document is strictly private and

confidential.
 A strong ecosystem synergies that benefit both consumers & partners
MOBILITY DELIVERIES
GRABCAR GRABTAXI GRABBIKE GRABEXPRESS GRABFOOD GRABMART

A two-wheel An on-demand
popular option parcel delivery An on-demand An on-demand
Economy and Alleviates price in
across Vietnam and service for delivery food grocery and retail
premium options certainty issues
also have a consumers and platform delivery service
premium option businesses

DIGITAL PAYMENT (via Moca e-wallet on Grab App)

Pay at offline Pay at online

Bill payments Mobile top-up
merchant merchant

GRAB IN VIETNAM Private and confidential

Reach
Audience
With
80% - 90%+
active users across markets make
Purchasing transactions every time they open the app

Power

Source: Internal Data

Accurately Target High Value,
Transacting consumers on Grab
Standardised and custom audience segments available for targeting for
reaching first-party, action based audiences unique to Grab

Demographics Food & Transportation Finance Interests Remarketing &

Beverage & Travel Custom Audiences

Age Cuisine Type Ride Sharing Card Type Services Retarget users based
on their interactions
Gender Eater Profile Motorbike Users Size of spend Shopping
Socio-economic status Beverage Type Business Travellers Bank Type POI
Restaurant Visits Leisure Travellers Payment Type Mobile Device
Domestic Travellers
International Travellers
Targeting Options: Segments

Business Regular Domestic

Affluent Mall Shoppers
Commuters Commuters Travelers
Top 10% of spenders Users taking frequent Frequent commuters Frequent visitors to Users in multiple cities
with Grab business rides with Grab within cities clocking in popular malls within the same country
in last 6 months long distances in last 3
months

Premium
International Frequent Custom
Smartphone Remarketing Lists
Travellers Travellers Audiences
Users
Users using Grab in Frequent travelers to High end, high Created to fit your Retarget users based
multiple countries in airports in last 6 months priced, latest needs on their interactions
last 6 months updated devices
 Ability to fit into various phases
of the Customer Journey
Masthead Rewarded Native Online to
Video Image Offline

Awareness

Consideration

Conversion

Online to
Offline
DIVERSE CHANNELS TO DRIVE PRODUCT PENETRATION
Sampling via Sampling via
Sampling via GrabFood/GrabMart
GrabRewards GrabBike/GrabCar

FULL-FUNNEL CONSUMER JOURNEY

 AND ENCOURAGE CONSUMERS TO PURCHASE

Via always-on promotion from O2O Via Super brand week

FULL-FUNNEL CONSUMER JOURNEY

 AS WELL AS BUILD LOYALTY

Customized benefits for different consumer

CSR activities to build brand love
segments

FULL-FUNNEL CONSUMER JOURNEY

Sampling Powered by
GrabFood/GrabKitchen
User Flow
Product Trial with a GrabFood Order Sampling powered by
Grab In-App Solutions

Step 2 - User sees the item listed on the bottom of Step 3 - User checks out order with sample automatically
Step 1 – User sees the campaign short merchant’s menu as a free giveaway with any order added to cart
name in the menu page. Free sample will have to be listed on the merchant menu as SRP for the promo
SRP cost on sample will be slashed to $ 0
tag to work

Free sample giveaway with any

order! Item not for sale FREE: [brand] [product] sample
FREE: [brand] [product] sample (max 1 per order)
(max 1 per order) SRP
You’ve got a free FREE: [Brand] [Product) (max 1 per
order)!
User Flow
Product Trial with a GrabKitchen/GrabHub Order Sampling powered by
Grab In-App Solutions

Step 2 – Users clicks &

Step 1 – User sees the Step 3 – User goes into Step 4 – User Opts in for
sees outlet list (Healthy
Ad Banner the Menu Page Sample upon Add to Cart
Cuisine)
What’s the Consumer Journey like?
Sampling powered by
Grab In-App Solutions
Awareness & Product Trial
Engagement

Users discover the Brand sampling promo Users see the product sampling mechanics in Users receive the product sample, with
through a Native Image Home Feed Ad, the merchant’s menu page, with the sample their GrabFood orders, delivered
which leads to a list of participating being listed as a giveaway to all orders upon straight to their homes
merchants checkout
Supper Brand Week
with GrabMart
 Super Brand Week Calendar
Outstanding visibility from social to Grab homepage to GrabMart page,
driving directly to store & Item Ops Reco

Home native
Facebook Post Popup on GM GM top banner Icon category Inbox message
ads

Shout out campaign Catch attention right Catch attention at Eye-catching top Eye-catching icon Push promo
among mass TA at homepage GM page among banner on GM page on top of GM awareness among
among Grab users GM users homepage all Grab users
Sampling or Purchasing via GrabReward
 A PLATFORM TO REWARD & ENHANCE
WITH DIVERSE REWARD CATALOGUES
CONSUMER LOYALTY

Grab services
Aspirational
Voucher
rewards Entertainment

Food & Beverage

Other
Discount loyalty Services
points
Shopping

Whole Flexible Travel

item redemption
Limited edition

SEGMENTIZE DIFFERENT MEMBERSHIP TO

DIFFERENT SOLUTIONS FOR PARTNERS
OPTIMIZE NURTURING PHASE AND TARGETING

User
Generate traffic to online/offline stores
acquisition
Standard benefits

Loyalty Priority access to new features

Increase value of partners’ loyalty Access to tier benefits
point programs
exchange Dedicated
platinum
support line;
Access to all
Incentive exclusive
Acquire new users & boost retention/usage
campaign rewards from
our Partners
GRAB IN VIETNAM
 User Conversion - GRABREWARDS
Earning GrabRewards points Using GrabRewards points to redeem Grab
through all Grab services by going vouchers, partners vouchers and exclusive
cashless deals on GrabRewards platform

PASSENGERS

Deal User filter Scheme (suggest) Unique Code Time Buy at T&C

APPLYING All 15% off for all This scheme is

Mass (platinum, gold, products and on top at least 2000 2 months CVS included with other
SCHEME silver, member) promotion promotions
* The scheme is subject to Grab Rewards business unit
How To Redeem
GrabRewards
 Step 2: GrabRewards Step 3: Choose deal you
Step 1: Choose
Catalogue want to redeem
GrabRewards
Step 4: Click “Đổi Step 5: Click “Copy Step 6: Click “Use Now” Step 7: Direct to website
Thưởng” Reward Code” để use to order
OPTIONAL -
In-Car
Sampling
 What’s the Consumer Journey like?
In-Car Sampling

Pre-Ride During Ride After-Ride

Step 4 – Remarketing on Step 5 – Understand Consumer
Step 2 – Alert to Capture Attention on Step 3 – Redeem Sample in the Car
Step 1 – Booking a Ride App for Higher Experience & Insights via Brand
the Product Sample by entering Details from the Hanger
Engagement & Conversion Survey

You got a jumbo Juice

branded car for your ride
today. Get a free sample of
Jumbo Juice in this ride!

What kind of Juice do you like?

Answer 1 Answer 2

Scan for a Free Sample

Elaborating the User Flow for In-Car Sampling
In-Car Sampling

Branded Inbox
Message
1 Pre-Ride:

GrabChat Messaging
Branded alert notifying
Get a free sample of the
passengers that their ride new _____ in this ride!
has a sampling
experience (bilingual)

Your driver has arrived.

2 In-Ride Please be there within 5
mins to avoid additional
waiting charges and
3 Post-Ride cancellation! Get a free
sample of the new
_______ in this ride!
GrabMart Native Image Ad
Consumer Flow : Native Image Ads > Outlet Selection > Product SKU Listing > Checkout

P&G Mart
Distance from you: 0.6 km

New Pantene Gold Series P&G Mart

Home delivery by GrabMart Personal care

Pantene Shampoo P&G Mart

Personal care

Pantene Conditioner

Pantene Shampoo $5.40

Fairprice

Personal care Pantene

Hair spra
Pantene
Pantene $5.40 Conditioner
Pantene Shampoo Shampoo $8.20
$5.50

Pantene Conditioner

$8.20
Cheers ORAL B $5.50
Toothbrush

1 Consumers open App and sees 2 Clicks on Ad to land on outlet 3 Clicks on outlet to land on exact 4 Checks out with sample automatically
promoted SKU on Native Image Ad selection page featuring nearest SKU listing on outlet’ menu added into basket
available outlets carrying SKU alongside other SKUs
Elaborating the User Flow for In-Car Sampling
In-Car Sampling

In-Car Brand Hangers

Examples
1 Pre-Ride

2 In-Ride: Passenger branded

engagement

2.1) In-Car Brand Displays

branded guidelines on how to
checkout a sample

2.2) In-App Feed ad

2.3) In-Car Sampling

Brand hanger with give Brand hanger with Brand hanger with
away discount cards to free samples. samples products to
use at a store or online. test during in transit.
3
Post-Ride:
Elaborating the User Flow for In-Car Sampling
In-Car Branding In-Car Sampling

1 Pre-Ride

2 In-Ride: Passenger branded

How to
engagement

2.1) In-Car Brand Displays

branded guidelines on how to
checkout a sample
In-Car
2.2) In-App Feed ad Back Seat Decoration

2.3) In-Car Sampling

3
Post-Ride:
Elaborating the User Flow for In-Car Sampling
In-Car Sampling
Enter Grab Store ID from Select free samples from Order accepted! Your driver will hand
brand hanger in a car GrabAds Store the sample when parked

1 Pre-Ride:

2 In-Ride: Passenger branded

engagement

2.1) In-Car & On-Bike Brand

Lemon Tea Bag Lemon Tea Bag
Display

2.2) In-App Feed

2.3) In-Car Sampling

Passenger visits Online Store,
selects sample, checks out and
Lemon Tea Bag
driver hands over sample at
the end of the ride.

3
Post-Ride:
Elaborating the User Flow for In-Car Sampling
In-Car Sampling

Driver receives message and will hand

1 Pre-Ride: sample to passenger when parked.

2 In-Ride: Passenger branded GrabAds: Your rider

engagement has claimed *1 Lemon
Tea Bag*. Please only
distribute when safe
and the vehicle has
2.1) In-Car & On-Bike Brand Display stopped.

2.2) In-App Feed

2.3) In-Car Sampling GrabAds: Your rider

has claimed *1 Lemon
Passenger visits Online Store, Tea Bag*. Please only
distribute when safe
selects sample, checks out and and the vehicle has
driver hands over sample at the stopped.

end of the ride.

Driver hands over samples

3
Post-Ride:
Elaborating the User Flow for In-Car Sampling
Plugging the Engaged Users from In-Car Sampling back online through In-App Remarketing In-Car Sampling

Native Ad Landing Page

On Homepage Feed Drive sell on eCom site

1 Pre-Ride:
Black Tea
2 In-Ride: Black TEA - Lemon

3 Post-Ride:
Use sampled passenger audience
segments for Grab In-App Black Tea Lemon
TEA • Sponsored
remarketing to upsell, cross-sell or Lorem ipsum dolor sit amet, consec
gain further consumer insights tetuer adipiscing elit.

3.1) Native Ad

$25.00
3.2) Customer Surveys Black Tea - Lemon (20 packs)
Elaborating the User Flow for In-Car Sampling
Plugging the Engaged Users from In-Car Sampling back online through In-App Remarketing In-Car Sampling

Optional Banners and Marketing Campaigns

1 Pre-Ride:

2 In-Ride:

3 Post-Ride:
Use sampled passenger audience
segments for Grab In-App
remarketing to upsell, cross-sell or
gain further consumer insights

3.1) Native Ad

3.2) Customer Surveys

Elaborating the User Flow for In-Car Sampling
Understanding Brand & Product Impact on Users through Brand Survey In-Car Sampling

Customer Surveys Customer Surveys

At GrabAds Store On Homepage Feed

1 Pre-Ride:

2 In-Ride:

3 Post-Ride:
Use sampled passenger audience
Poll question?
segments for Grab In-App
remarketing to upsell, cross-sell or What kind of tea do you like?
Option 1

gain further consumer insights Option 2

Answer 1 Answer 2

Option 3
3.1) Native Ad
Option 4

3.2) Customer Surveys

 Key Pillars of Sampling Activation | In-Car

Campaign Budget & KPIs &

Reporting Terms &
Timelines Sample Benchmarks
Conditions +
Thresholds for Success
Other
Requirements
 1. Campaign Timelines

Timeline for Campaign Brief Sign-Off

Logistics Timeline for Grab x Driver Partner Teams Campaign Kick-Off
& Platform Approach (Brand/Redfuse x Grab)

T Minus 2 Weeks Week 5

Day 0 Week 1 Week 2 Week 3 Week 4
until Day 0

Driver Recruitment
This includes identifying the Driver Partners (DAX) &
Sending Comms for the Campaign

Grab x Red Working with Identified DAX

Fuse working Working with Identified DAX on Campaign Mechanics and
Campaign
on Campaign Brand/Red related Training
Kicks-off
Brief, Platform Fuse signs On Grab
Approach for off on IO Logistics – Red Fuse | Colgate x Grab Fleet
Alignment &
Sign-Off
Working out Logistics between Colgate x Grab to ensure
the samples are dropped at Grab Centers

Delivering of Products to DAX

Delivering the Products (Samples) to DAX Partners

*This Timeline can be used as a good guidance for all Markets

4. Reporting
Extensive Reporting Covering End to End Analysis from Campaign Insights to Consumer Insights through Brand Survey*

Audience Insights &

Consumer Insights through
Campaign Insights Consumer Experience Geo Insights
(UGC & Driver Content) Brand Survey
GrabAds Sampling 2021

Turbocharging Sampling Campaigns with Integrated

Audience Insight and Post to Purchase Journey
OPTIONAL - DIRECT-TO-
CONSUMER
CONVERSIONS
Generate Insight from High Value Audiences through Rewarded Conversion
Unilever: Closeup PH | Q4 2020

1. Consumers open App, 3. Gets rewarded with 140 Ovo

2. Starts Branded Lead Gen Form/ Survey for 140 Ovo point & Grab Gift voucher once
sees targeted Rewarded Ad
point & Grab gift Voucher the survey is completed
USER FLOW – REWARDED LEAD GENERATION AD
Direct to Consumer Conversions Mechanics are Highly Recommended for Thailand Market
Generate sales from the right Audience via Integrated solutions

1. Consumers open 3. Consumers apply 4. Reward Applied and

2. Consumers select
Unilever Page on GrabMart promocode/grab gift check out
specific SKU
rewards
USER FLOW – Direct Conversion via Grab Gift & Grab Mart
Sales conversion with GrabGift
In-Store Footfall Ads

1 Consumer browses Grab Coffee

Targeting : (suggested)
Betsy’s Bakery
- High Spenders
- F&B Enthusiasts
Save Reward
- Mall Goers
CTA : Ask Unilever Cashier to enter PIN
Below to enjoy $2 Off!
- Save this reward for in-store discount
Placement :
- Grab Home Feed

$2 Off Exclusive Breakfast Menu In-Store

Sponsored by Starbucks

2 Consumer Saves Reward

CTA :
- Use this reward in-store
- Visit our store for redemption
Landing Page :
- Grab Rewards Wallet Learn More

3 Consumer Visits Store

Action :
- Show reward voucher to cashier In-Store Footfall Ads to In-Store Redemption user flow
- Cashier redeems using Grab-provided PIN code
- Applies discount on total purchase
Deploying Best-in-Class Platform Practices & Audience Optimization to focus
purely on Sales and increasing ROAS during Key eCommerce Sale Days
P&G (MY) : Q3’20 P&G Brand Week eCommerce Activation

Sizing the Prize through Broad Affinity Best in Class Platform Campaign
Robust Campaign Performance Reporting
& Precision Segments that are Budget Optimization that focuses
& Insights Mining for Future Campaigns
Campaign Deployable purely on Business Outcomes

Direct to Consumer Conversions Mechanics are Highly Recommended for Thailand Market
Thank You!
Questions?
Appendix
 Confidential

Premium, Native Ad Solutions

Native, rewarded & premium ad inventory that drives awareness, engagement and conversions

AWARENESS CONVERSIONS: ONLINE & OFFLINE

Native Ads Masthead Rewarded Video Ads Food Banner Ads Rewarded Conversion Ads Last-Mile Attribution

Try our new 4-week subscription program Try our new 4-week subscription
program
 Integrated Masthead:
Awareness to
Conversion
100% SOV

Most prominent, viewable and

impactful placement

Direct users to your brand’s page

Masthead Direct to Brand’s Site or

(Grab Home Feed) eComm store
 Homepage Native
Image:
Consideration &
Conversion
High Visibility, 100% viewable

Standalone native image ad that appears in

the home screen feed.

Brand safe

Targeted ad placement with options of SOV

buys

Direct users to in-app web browser

Native Image on Direct to Brand’s Site or
Grab Home Feed eComm store
 Integrated Masthead Ads
Maximise brand exposure, engagement and conversions with the
most prominent position on Grab - SEA’s everyday SuperApp!

Most prominent, viewable & impactful

Betsy’s New Shampoo placement on SEA’s everyday SuperApp!
Betsy’s
Buy now onNew Shampoo
GrabMart!
Buy now on GrabMart!

Integrated experiences with direct sales

thru GrabFood, GrabMart, GrabPay & more!

Reach audiences with purchasing power

with daily transactions across SEA!
Rewarded Conversions Ads burgerking.com

Also known as Rewarded

Image Ads
SignUp
Watch
Sign up for1010
Now
for Ptspoints

User completes an action

(i.e. lead gen form or
purchase) on advertiser’s You’ve received 10 points from
website. Points are awarded Sign up for Burger King Event for 10 points
Burger King for registering!

to the user once actions are Sponsored by Burger King

completed

Pricing: CPM

Completes action on User earns reward

advertiser’s site points on Grab
 Rewarded Video:
Awareness &
Consideration
Get 3x conversions by giving users
GrabRewards Points when they
complete watching your video ad

High view through rate

Maximise engagement with instant

rewards

Drives consumer awareness and

consideration after completing the
Rewarded Points video
Video Received