• Grab leverages a Social Marketing strategy to promote its professional chauffeur service, GrabDriveYourCar, to meet  the festive season’s increased demand, which typically surges by 50% 

• Highlights of the service include professional drivers with an average wait time of just 15 minutes, starting at only THB 350, and accident insurance coverage of up to THB 5 million for both passengers and vehicles.

• The special campaign  “Great Deal for Drinkers”   features a thought-provoking ad promoting responsible drinking, partnerships with nightclubs and bars discounts for drinkers throughout the festive season, and safety training for drivers.

Maythinee Anavachkul, Director of Mobility at Grab Thailand, said, “The year-end festive season is a time for celebrations and frequent gatherings, often leading to a surge in demand for our ride-hailing services. This includes GrabDriveYourCar service, launched in 2019, which has gained popularity among night-goers and drinkers who prefer to avoid driving under the influence after a night out, ensuring they avoid drunk driving. The service is also favored by those needing trusted and professional drivers for various purposes, such as traveling from hospitals, transporting family members, or by business professionals attending meetings or avoiding nighttime driving.”

“Demand for GrabDriveYourCar typically peaks between November and January, with usage surging up to 50%* compared to other times of the year. That’s why this year we are intensifying our marketing efforts with a Social Marketing approach, launching the special campaign ‘Great Deal for Drinkers’. The campaign includes a thought-provoking advertisement that highlights the risks and consequences of drunk driving, aiming at promoting behavioral changes and shared responsibility.  The ad is relatable and easy to understand, incorporating real-life insights into the attitudes and behaviors of drinkers, as well as humor to broaden its appeal.  To maximize its impact, we’ve  partnered with entertainment venues to amplify the campaign  and achieve a tangible social impact,” added Maythinee.”

Key features of GrabDriveYourCar Service include:-

• Professional Drivers: All chauffeurs undergo a rigorous screening process, including criminal background checks, written and interview assessments to evaluate driving skills, attitude, safety standards, and the ability to handle unexpected situations. They are equipped to handle a wide range of vehicles, including sedans, SUVs, pickup cars, vans, and even supercars.
• Quick arrival: Average driver arrival time is just 15 minutes after booking. 
• Affordable pricing: Fares start at just  THB 350 per trip**.
• Comprehensive Insurance: Each trip includes accident insurance covering both passengers and vehicles for up to THB 5 million.

“As part of the campaign, Grab offers a 30% discount (up to THB 200) for new GrabDriveYourCar users who apply the code DRIVE30, valid from now until the end of the year. Additionally, Grab has partnered with community malls, restaurants, and entertainment venues across Bangkok including theCOMMONS, Groove@centralwOrld, Brick Bar, Molly, Mulligans Irish Bar, Waterside Karaoke, and 12Plato Brewing — to promote safe driving practices and encourage drinkers to use professional driver service like  GrabDriveYourCar to ensure a safe journey home. Grab also continues to emphasize safety by encouraging drivers to complete online training courses, raising awareness about the dangers of drunk driving and prioritizing safety and social responsibility in every ride,” Maythinee concluded. 

Watch the campaign advertisement at https://youtu.be/qI7mvDD3MNg

Did you know?:

• Demand for GrabDriveYourCar service peaks between 10 PM to 4 AM, the prime party hours. 
• Thailand is the only country where Grab offers the GrabDriveYourCar service.
• The top 3 areas in Bangkok with the highest demand for the service are Thonglor-Ekkamai, Asoke, and Ratchada.
• Drinking three glasses of wine, two glasses of whiskey, or two small bottles of beer can raise your blood alcohol level above the legal limit of 50 mg per 100 ml. If you’ve reached this point, it’s time to book GrabDriveYourCar!
• Drunk driving comes with a hefty penalty! The minimum fine for drunk driving is THB 5,000, which is equivalent to using GrabDriveYourCar services 14 times (based on the starting price). 

*A comparison of GrabDriveYouCar service usage between November 2023 and January 2024 and other times of the year. 

** Terms and conditions apply as specified by the company.