2020 has seen a boom in the music trend as Gen Z and Millennials gradually assert their personality, becoming stronger than ever with the rap genre. Keeping pace with that boom wave, Grab also quickly caught up with one of the famous female rappers in Vietnam Suboi to jointly create the campaign "Continuous deal" and get outstanding results.
Launch campaigns at the right time
The campaign "Grab-continuous deal - Whatever you need" is one of the campaigns launched around September 2020, also the time when Rap Viet started taking a priority position in the hearts of the audience. When every broadcast episode of Rap Viet explodes with new elements and is welcomed by a large number of fans every week, all pictures of judges or contestants in the program are names that are posted regularly throughout social networking sites.
"The right person - the right time" is what this "Grab-continuous deal" campaign has done because knowing how to take advantage of the female rapper's appearance throughout the media will be a compliment to the battle. Grab's explosive translation by Suboi, a female rapper, appeared in all media channels at that time with extremely dense frequency.
With the successful combination between Grab and Rapper Suboi - the first female rapper of Vietnamese rap, this is really a booming campaign at the right time because it has brought the message effectively exploited from the needs and habits the younger generation's familiarity - the generation who likes to do things they like, strongly expresses their personality. Taking advantage of the heat that the Rap program is being discussed so often, Grab has quickly caught up with the trend and launched a really right campaign.