MenuClose
Grab Singapore’s super app spans food and mart deliveries, transport, and financial services—serving drivers, riders, consumers, and merchants across its ecosystem. Operating at this level of complexity, it needed a smarter way to scale creative output without compromising brand consistency or stretching internal resources. That's why we partnered with Grab Singapore to redesign how hundreds of campaigns could be produced with speed, consistency, and flexibility using creative automation supported by AI.
Operating across multiple business verticals meant tailoring communications for distinct audience groups while maintaining a cohesive brand identity, often across a high volume of creative assets delivered concurrently under tight timelines each month. Creative outputs also needed to adapt quickly to performance insights, festive moments, and evolving marketing needs. The challenge was balancing efficiency with creativity, ensuring templated outputs remained adaptable and engaging, rather than repetitive or rigid.
We implemented Digital Creative Automation (DCA) to streamline creative production through a modular system of flexible templates, refreshed on a monthly or quarterly basis to keep campaigns visually fresh without rebuilding from scratch. To overcome limitations in existing visual libraries, we integrated AI-powered visual generation to create locally relevant illustrations, icons, and characters aligned with Grab Singapore’s CI, reducing reliance on constrained stock assets while maintaining brand authenticity and consistency across touchpoints.
Before each campaign, we locked down flexible creative templates that could adapt easily to different formats, sizes, and festive or promotional themes. AI capabilities were then used to introduce variation across each batch of deliverables, allowing teams to mix and match newly generated visuals across the business verticals. This approach enabled Grab Singapore to deliver a high volume of personalised assets efficiently, while keeping campaigns visually engaging and relevant in-market.
With a more flexible and sustainable production model in place, Grab Singapore was able to meet growing campaign demands with greater speed, better control, and measurable impact.
Reduction in resource cost
Concurrent campaigns in a month
Automation templates in a year
Increase in deliverables year-on-year
Thank you for your enquiry! We'll respond shortly.
