ONE Asia Creative Awards
ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.
Category
Direct Marketing for Good
Annual ID
OA25_DMA009B
Background
Grab The Missing turned the Grab Driver App into a direct-response tool for public safety. By embedding verified alerts from FM91 TrafficPro,
Grab activated riders when they entered areas linked to missing person cases. With one tap, they could report sightings.
No ads. No media. Just a civic message delivered through a platform riders already used daily.
Over 3,000 reports were submitted, leading to one confirmed reunion—proving that direct marketing can directly save lives.
Grab activated riders when they entered areas linked to missing person cases. With one tap, they could report sightings.
No ads. No media. Just a civic message delivered through a platform riders already used daily.
Over 3,000 reports were submitted, leading to one confirmed reunion—proving that direct marketing can directly save lives.
Creative Idea
Instead of pushing a campaign, Grab embedded purpose directly into its existing platform. The creative idea was to transform an everyday delivery app into a civic tool—without changing a single screen. Using a lightweight plug-in, missing person alerts from FM91 TrafficPro were delivered to riders at the most contextually relevant moment: when they entered zones linked to active cases. The app became an unbranded emergency network. The brilliance wasn’t in building new tech—but in using familiar interaction (a simple tap) to activate human empathy at scale.
Insights & Strategy
People don’t ignore missing person alerts because they don’t care—but because they don’t see them at the right time or place. Meanwhile, Grab riders pass through nearly every neighborhood in Thailand daily. The strategy was to quietly activate them—not through awareness campaigns, but direct, contextual prompts. By embedding FM91 TrafficPro’s geo-tagged data into the Grab Driver App, riders received alerts only when they were near a live case area. It was relevance, not reach, that turned movement into meaning.
Execution
Grab launched the initiative using a plug-in built into its existing app. No redesign. No re-onboarding. The system matched rider GPS with FM91 TrafficPro's case locations. When riders entered an area linked to a missing person, a photo and alert appeared. With a single tap, they could report a sighting. Over 100,000 riders were activated across Thailand on day one—turning everyday routes into real-time response paths for social good.
Results
• 3,000+ direct reports
• 3,000+ areas investigated
• 1 confirmed reunion
The initiative generated zero media impressions—but full-scale social trust. Riders became part of a national mission. FM91 TrafficPro received actionable data. The public saw Grab as more than a brand—it became a digital ally. The success didn’t come from creative reach, but from purposeful integration at a personal, mobile level—proof that direct marketing can reach hearts, not just inboxes.
• 3,000+ areas investigated
• 1 confirmed reunion
The initiative generated zero media impressions—but full-scale social trust. Riders became part of a national mission. FM91 TrafficPro received actionable data. The public saw Grab as more than a brand—it became a digital ally. The success didn’t come from creative reach, but from purposeful integration at a personal, mobile level—proof that direct marketing can reach hearts, not just inboxes.
2025 Awards
Total Points: 6
Bronze Award
Credits
Agency
YDM Thailand Company Ltd. / BANGKOK
Client / Brand
Grab Thailand / BANGKOK
Chief Creative Officer
Anuwat Nitipanont
Chief Technology Officer
Nuttapon Jitngamphong
Creative Director
Piti Tangchawalit
Senior Art Director
Ravipart Samonyakul
Assistant to CEO
Jarern Lucklertkul
Associate Creative Studio Director
Pattanasit Jansuwan
Associate Digital Production Director
Poowadon Potichat
Chief Business Officer
Tutiya Disphanurat
Chief Executive Officer
Tanapon Subsomboon
Creative Group Head
Sasalak Attamakulsri
Frontend Special
Trirong Phasukyued
Group Account Director
Yamolporn Suvarnabriksha
Head of Development
Narenrit Hadsadintorn Na Ayuttaya
Head of Innovation
Kergrit Robkop
In-House Creative Director
Sutthion Na Lumphoun
Project Manager
Puvalit Wongthongchai
Visual & AI Director
Jirawat Jearanaimanee
Web Designer
Satit Oudomsalee
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