06 / COPYWRITING AS A CRAFT
GRABMART
COPYWRITING
GRABMART NOW
A pretty straightforward brief led to a creative execution that was brutally simple. Proving that sometimes less is truly more.
01/ THE CHALLENGE
Grab was launching a new grocery and small-item delivery service using strategically-placed dark stores that promised delivery within 30 minutes. Budget was for static ads and OOH only. How could we communicate the promise without resorting to the usual trite methods?
02/ THE INSIGHT
When we text, we sometimes take out vowels and use abbreviations to get the message across as quickly as possible.
THE IDEA
USE TEXTSPEAK AS A MAGNIFIER. DELIVERY SO FAST EVEN THE COPY HAD NO TIME FOR VOWELS.
06 / COPYWRITING AS A CRAFT
GRABMART
GRABMART NOW
A pretty straightforward brief led to a creative execution that was brutally simple. Proving that sometimes less is truly more.
01/ THE CHALLENGE
Grab was launching a new grocery and small-item delivery service using strategically-placed dark stores that promised delivery within 30 minutes. Budget was for static ads and OOH only. How could we communicate the promise without resorting to the usual trite methods?
02/ THE INSIGHT
When we text, we sometimes take out vowels and use abbreviations to get the message across as quickly as possible.
THE IDEA
USE TEXTSPEAK AS A MAGNIFIER. DELIVERY SO FAST EVEN THE COPY HAD NO TIME FOR VOWELS.
