Grab Indonesia pushes into OTT branded content via 6-part series with Viu

Grab Indonesia and Viu have partnered for a six-part series titled “Cerita Tentang Percaya” (Stories of Belief). The six-part series is an acknowledgement and celebration of Indonesians’ resilience and self-belief during the pandemic and features real-life stories of Indonesians who persevered throughout the pandemic.

The series launched with the first episode premiering on 2 April, in conjunction with the first day of Ramadan. Two episodes are streamed weekly, with the series slated to end its run on 27 April. The first two episodes are also available on Viu’s "ViuOne" YouTube channel.

In addition to the series’ launch is Grab’s ad campaign, “Percaya” (Belief) launched on the same day. The ad campaign is said to salute the resilient spirit of Indonesians.

The episodes, streamed on Viu, focus on a different story each episode, a different story of survival from the pandemic. According to a press statement, Indonesia was one of the worst-affected countries during COVID-19 in Southeast Asia. The pandemic destroyed lives and livelihoods but amidst calamity and hardships, there were stories of everyday heroes whose spirit of resilience helped them overcome the worst. 

The Academy Consulting (TAC), Iron Hill Media (IHM) and Passion Pictures Indonesia (PASSION) joined hands for this collaboration. The original concept and strategy were pitched to Grab and Viu by TAC, while IHM fleshed out the six stories to the two stakeholders. PASSION then executed the production of the series with film director Hafiz Ibrahim.MARKETING-INTERACTIVE has reached out for additional information.

Melinda Savitri, country marketing head of Grab Indonesia, said that company is pleased to have partnered with Viu to create a series that reflects the character of Indonesians, which in times of challenge are known to be persistent.

“As an inseparable element of the nation, Grab stands and fights with all Indonesians. Through collaboration with Viu and supported by TAC, PASSION, and IHM, we want the audience to feel a connection that this is a story about all of us, a story about celebrating the fight itself,” Savitri added.

Varun Mehta, country manager, Viu Indonesia, said that the core concept of Cerita Tentang Percaya appealed to Viu greatly, as both the series and the partnership with Grab would provide a platform for these stories, as well as allow local and international audiences to see the creativity of Indonesia’s content makers.

While Sheen S. Singh, founder of TAC, IHM and Passion Malaysia, Indonesia, and Thailand, was unable to comment on the monetary value of the partnership between Grab and Viu, he explained to MARKETING-INTERACTIVE that Viu's team found it relevant and wanted to collaborate by offering its platform. This is also the first time Viu has worked with a brand to create branded entertainment at this scale.

According to Singh, TAC observed that there is a fast-growing reach and affinity of long-form entertainment among the consumers and therefore an opportunity for brands to entertain and engage with consumers by telling relevant stories.

"Both Grab and Viu found this initiative relevant to their brand values perspective and kudos to them for recognising this opportunity and having the belief in bringing it to life," he said.

From a creative perspective, Singh said the stories were designed to entertain with the brand being a part of life versus having the stories evolve around the brand. "The content we aspire to produce for brands will always put "entertainment" first to ensure it is widely viewed.

"Grab and Viu had seen the potential of amalgamating brand essences into a sphere with significant captive audiences to build on its affinity. The success would finally be measured by the love shown by consumers towards the series in the form of how much it is viewed and what people are saying about it. The early trends show that it has been well received," Singh explained.

The series has been marketed by both Viu through paid and its owned media platforms, while Grab is promoting it using its owned media platforms. When asked about the expected ROI, Singh said it would be to increase Grab's salience, association, differentiation, and distinctiveness in the eyes of its consumers, partners and associates.

Similarly, Grab Malaysia launched "Lejen" last November, a month-long appreciation campaign paying tribute to Grab drivers and delivery partners. The campaign featured a series of stories that were shared from the public, of Grab drivers and delivery partners performing feats that were beyond their job scope. An annual initiative, Grab Malaysia's country marketing head Hassan Alsagoff said the brand hopes to continue honouring its drivers and delivery partners for their incredible acts of service and kindness while serving fellow Malaysians.

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