The Clan measures what motivates Grab Malaysia’s women drivers in new docuseries
Most drivers are familiar with speedometers, tachometers, and odometers, but what about a Motivation Meter? That’s the measure of what drives the women who drive for Grab, in a campaign by independent creative agency The Clan.
As part of its ongoing collaboration with the leading super-app, The Clan created a docuseries dedicated to telling deeply personal stories of the women who work as drivers and delivery partners.
Based on Grab’s commitment to creating opportunities and helping individuals realise their ambitions, the agency highlighted three unique stories across Three Pillars: Caregiver, Safety Net, and Savings Goal. These included a single mother who gained the flexibility to work while raising an autistic child, a writer who was retrenched from a publishing firm yet managed to self-publish her first book, and an exercise instructor who nearly lost her home to debt.
Through the narrative device of a “Motivation Meter” the audience got to witness what made these women tick, and what saw them through their most difficult times.
The Clan’s Head of Art, Sam Lai, said: “We wanted a storytelling approach that diverged from the conventional talking-heads-in-cars type of interviews. So by adding this element of the Motivation Meter, it provided a unique angle for these inspiring women to share their deepest motivations. This offered a more intimate and authentic glimpse into their world and what inspires them to go the extra mile every day.”
The campaign debuted in mid-November, and has since garnered over 5.9 million views on YouTube alone. It also aired on national television, drawing even more substantial viewing numbers.
Credits
Client – Grab Malaysia
Marketing Head (Brand & Fintech): Pamela Chia
Brand and Social Manager: Anne Cheah
Creative Agency – The Clan
Business Chief: Syed Nasir
Creative Chief: Casey Loh
Executive Creative Director: Wai
General Manager: Sandra Heung
Head of Art: Sam Lai
Copywriters: Lut Aiman, Vennisha Natarajan
Production Company – Director’s Think Tank
Film Director: Jeany Amir
Executive Producer: Pat Singh