GrabFood Indonesia (TV Ad)

by Vedha Vania (0335642)

https://www.youtube.com/watch?v=jiRFrYZFMxA

(Source: Youtube)

Opinion This is an ad by GrabFood Indonesia: Jangan Lupa Makan Campaign. I personally like how they pack their video into an emotional-approach instead of a hard-selling type of ad. This type of ad made me sit and watch all the way to the end. Unlike some other story-telling ads which usually only focus on the storyline, the ad by GrabFood Indonesia has a good combination of the two (story-telling and featuring the brand), without dominating each other.

Copy Strategy They used a dramatic approach to this campaign. Telling a story of how a GrabFood driver sincerely delivers order from houses to houses, morning to night. They chose a very simple yet meaningful tagline 'Jangan Lupa Makan' or 'Don't Forget to Eat' in English reflecting back to what GrabFood service offers. The dramatic approach came when that tagline is one of the daily messages that the actor's mom gave him. Reminding him to eat in between or after working hard every day. With the tagline being simple and catchy, it increases the chance of its being stuck inside people's minds. Which is a good strategy for brand recognition and exposure.

Reimagined Copy I feel like the current tagline suits the brand and campaign well and there's no other tagline that is better to replace. Though on the storyline and duration of this ad could be improved. At the end of the story where it reveals that the actor's mom hearing-impaired may not reach the audience's understanding at a one time view.

Reference

GrabFood Indonesia. (2019, Dec 15). Jangan Lupa Makan Dengan GrabFood[Video]. YouTube. https://www.youtube.com/watch?v=jiRFrYZFMxA