Grab Food TH grabs GOLD at Mob-Ex Awards 2024 with gamified ad experience by mCanvas

Singapore - August 7, 2024: Grab Food clinched GOLD in the Best Use of In-App Advertising category at the 12th annual edition of the Mob-Ex Awards on July 18, 2024, in Singapore.

Grab Food, one of the most successful household brands in SouthEast Asia, collaborated with M&C Saatchi and mCanvas for their Mega Food Sale campaign. The interactive ad featured an engaging  memory-tile game that boosted app traction, captivated users, and increased orders, transforming passive viewers into active participants in Thailand.

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K. Fai, Senior Media Planner, M&C Saatchi commented, "Working with mCanvas on the MegaSale campaign was exciting, enabling us to create an engaging and interactive experience that resonated with our target audience. The gamification microsite and interactive elements captured attention and encouraged active in-app engagement. The collaboration was seamless, and their innovative approach helped make the campaign a success."

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‍‍In the immersive ad, users selected a cuisine, matched similar food tiles and found Bella Ranee Campen for bonus points. Weekly scores were tallied, while the leaderboard within the app kept users motivated to keep playing. The unique pairing of Bella with the dishes added a brand-centric twist to the classic memory game. 

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Reaching over 5.5 million users with a remarkable 9% CTR that effectively meets branding KPIs,  mCanvas' gamified ad amplified Grab Food's brand messaging through an interactive, gratifying, and entertaining experience!

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Sutthathep Makmee (Keng), Country Head, Thailand concluded, “It's amazing to be appreciated by industry stalwarts for our gamified ad campaign with Grab Food Thailand. This monumental win at Mob-Ex Awards Singapore encourages us to push the envelope and break boundaries in SouthEast Asia, by creating more impactful, dynamic ads leveraging AI-powered creatives in the digital ad space. We're grateful to the respected panel of mobile marketing veterans for this prestigious accolade. Congratulations to our clients and partners; and a huge vote of thanks to the amazing mCanvas team!”

For more information about mCanvas' immersive advertising solutions, please contact:
Nigel Dsouza ‍
nigel.d@mcanvas.com

About mCanvas:
mCanvas, an awareness generating platform, builds experiential ad creatives using standard assets, which are distributed across top mobile apps and websites globally. They measure campaign performance against metrics such as viewability, attention, brand lift, and physical store footfalls.

To know more, visit www.mcanvas.com

About Mob-Ex awards:
The Mob-Ex Awards, organised by MARKETING-INTERACTIVE, honours mobile excellence - the most effective, creative and innovative mobile marketing campaigns/ efforts designed to make complex interactivity becoming accessible to all and the success on the mobile platform for business growth across Asia and the Oceania regions. 

The award categories covered the full spectrum of mobile marketing. All entries were evaluated and judged by a panel of senior, client-side marketers and mobile experts who have vast experience in the mobile platform.

For more information about the latest edition of the Mob-Ex Awards, click here.