Award: Gold
Award Year: 2025
Category: T&AE _ Timely Opportunity & Current Events
Executive Summary
In March 2024, every Singaporean’s news and social feeds were filled with one name: Taylor Swift.
You didn’t need to be a Swiftie to hear about the 4-day concert tour in Singapore. It was all people talked about, and everyone was excited.
Everyone—except Grab.
Major events like this in Singapore trigger crisis planning in Grab, and this looked like the perfect storm of operational, traffic, PR and brand disasters in the making.
This is how we took a potential brand crisis and transformed it into a moment of delight.
Lead Agency
Grab Creative Studio
Denyse Chua, Assistant Marketing Manager, Social SG
Gillian Loo, Communications Manager, Singapore
Sulin Lau, Regional Head of Marketing and Brand
For Reel
Audrey Lean, Co-founder
Skovy Tay, Art Director
Jessie Ong, Team Coordinator
Client
Grab
Jess Seow, Regional Marketing Manager, Brand | Partnerships
Kai Shan Oh, Marketing Coordinate, Social SG
Siew May Goon, Marketing Head, Fintech & Mobility, SG
Jacelyn Lee, Marketing Associate – Mobility, SG
Ying Ying Phua, Marketing Manager – Mobility, SG
Claire Chai, Communications Lead, Singapore and Internal Communications
Claudia Tan, Content Assistant Manager
Alicia Neo, Assistant Manager, Shared Mobility
Siti Narimah Yapah, Associate, Shared Mobility
Ling Yong Yeo, Manager Premier Services