#DELIVERING1965

The values Singapore are built on are the same that built Grab — togetherness and resourcefulness.

For National Day, we drew parallels between Grab and Singapore and paid homage to those who inspire us everyday—our delivery-partners, drivers and merchant.

We wanted to show everyone that Grab is keeping this spirit alive to make the everyday better.

Film

And we made history with this film!!! Firstly, by creating the entire film set to bring back the 60s. And secondly, by being the cheapest YouTube Campaign (CPV of $0.01), and best performing campaign film in the history of Grab Singapore. The campaign raked in over 16 million impressions and more than 1 million video views on YouTube and Facebook.

Spreading the spirit of 1965 on social

We all grew up listening to stories from our parents and grandparents, telling us what it was like “back in the day”. And a good story should always be shared because that’s what keeps it alive.

We leveraged on the photo-sharing model of Instagram and encouraged users to tell us how their parents/grandparents shaped and inspired them. In return, we sent them pins inspired by 1965 that they can tell their kids about.

A local tribute to 1965 with our merchant-partners

54 years from now, we’ll probably be talking about bubble tea the way our grandparents talked about the kaya toast around the corner from their house.

As important as it is to respect old traditions, the best memories are made by creating new ones. So we worked with popular homegrown merchants to come up with a menu of 1965-inspired flavours.

A taste of 1965, delivered via GrabFood Hawker Picks

Haw Flakes. White Rabbit candy. As much as these snacks were an iconic part of our childhood, they still remain a timeless treat. We brought GrabFood eaters back to their childhood days by giving a 1965 Snack Pack with every order from GrabFood Hawker Picks.

Celebrating the community that helped built Singapore - CSR

To celebrate our nation’s 54th birthday and the generation who turned our little red dot into the shining beacon it is today, we invited those born between 1950-1959 to a special screening of Bruce Lee’s ‘Enter The Dragon’, complete with freshly roasted kacang putih and some of their favourite childhood snacks.