{"code":0,"data":[{"keyword":"SUB CATEGORY","content":"SOCIAL FILM SERIES","is_link":false},{"keyword":"ENTRANT COMPANY","content":"GIGIL, MANILA","is_link":false},{"keyword":"TITLE","content":"CHICKY","is_link":false},{"keyword":"BRAND","content":"GRABMART","is_link":false},{"keyword":"ADVERTISER","content":"GRAB","is_link":false},{"keyword":"AGENCY","content":"GIGIL, MANILA","is_link":false},{"keyword":"MANAGING DIRECTOR","content":"JAKE YRASTORZA","is_link":false},{"keyword":"CHIEF CREATIVE OFFICER","content":"BADONG ABESAMIS\/HERBERT HERNANDEZ","is_link":false},{"keyword":"ASSOCIATE CREATIVE DIRECTOR","content":"GREGGY GREGORIO","is_link":false},{"keyword":"HEAD OF ART","content":"RONCHRIS COSME","is_link":false},{"keyword":"ART DIRECTOR","content":"RIZ GUICO\/YNNA MILAMBILING","is_link":false},{"keyword":"COPYWRITER","content":"RAPHE RAMIREZ\/MARIUS TALAMPAS\/AARON GABAO\/SAM MATEO\/ALEXIO TABAFUNDA\/JOMA LABAYEN","is_link":false},{"keyword":"ART INTERN","content":"ALLY DIAZ","is_link":false},{"keyword":"AGENCY PRODUCER","content":"JEIGH SANTARINA","is_link":false},{"keyword":"GROUP ACCOUNT DIRECTOR","content":"MICCO BALANA","is_link":false},{"keyword":"ACCOUNT DIRECTOR","content":"ADEL CLEMENTE","is_link":false},{"keyword":"ACCOUNT MANAGER","content":"BEA DE VERA\/LILY CHAVEZ","is_link":false},{"keyword":"ACCOUNT EXECUTIVE","content":"CHARM TAN","is_link":false},{"keyword":"STRATEGIC PLANNER","content":"NANAIS HERNANDEZ\/PHYLLIS ONG","is_link":false},{"keyword":"FILM PRODUCTION COMPANY","content":"ARCADE FILM FACTORY, MANILA","is_link":false},{"keyword":"DIRECTOR","content":"ANDREI JULITAN","is_link":false},{"keyword":"DIRECTOR OF PHOTOGRAPHY","content":"DIX BUHAY","is_link":false},{"keyword":"CAMERAMAN","content":"IAN DAVID\/LINO ESTEBAN DUMAS JR.\/GIAN CALUAG","is_link":false},{"keyword":"ASSISTANT DIRECTOR","content":"JAMES SALAS","is_link":false},{"keyword":"EXECUTIVE PRODUCER","content":"PAULA COLLADO","is_link":false},{"keyword":"FILM PRODUCER","content":"DANKO GRANADA","is_link":false},{"keyword":"PRODUCTION MANAGER","content":"PAO GENOVES\/FITZ ROMERMO","is_link":false},{"keyword":"PRODUCTION DESIGNER","content":"SHIELA QUINTOS","is_link":false},{"keyword":"PRODUCTION STAFF","content":"ENZI MACANDOG\/JOONA SANDIEGOKHAYE PAJE","is_link":false},{"keyword":"CASTING","content":"CALOY LAPIRA","is_link":false},{"keyword":"STB ARTIST","content":"RANDOLF TORRES","is_link":false},{"keyword":"PROPSMAN","content":"TANO CLEMENTE","is_link":false},{"keyword":"LOCATION MANAGER","content":"GRONAD REYES","is_link":false},{"keyword":"POST-PRODUCTION COMPANY","content":"EELECTRIC STUDIO, MANILA","is_link":false},{"keyword":"ONLINE EDITOR","content":"JHAY RECOMONO","is_link":false},{"keyword":"OFFLINE EDITOR","content":"ALVIN CHAN ","is_link":false},{"keyword":"COLORIST","content":"CJ VILLANUEVA","is_link":false},{"keyword":"MIXER","content":"DANJO GALAPON","is_link":false},{"keyword":"BACKGROUND OVERVIEW","content":"GrabMart offers the same price, quality, and savings as grocery stores. And yet, Grab has faced problems convincing doubtful consumers to try it over traditional grocery shopping.\r<br>\r<br>Grab took inspiration from the typical Filipino mom’s behavior of assigning the chore of doing groceries to her child. \r<br>\r<br>It was combined with the sitcom-like dynamic of the child with his pet chicken, mischievously riling up the mom with questions. This created a repetitive yet entertaining joke that made the campaign message stick: that the grocery and GrabMart are the same.\r<br>\r<br>Through the script, GrabMart turned the uncertainty about the grocery and GrabMart into the joke—one that may seem confusing at first, but ultimately makes it clear that products from GrabMart are no different in freshness, pricing, or promos from those bought in a grocery.\r<br>\r<br>Online, it generated:\r<br>+181 million views — 236.35% increase vs. previous campaign.\r<br>+550 thousand engagements — 1,880% increase vs. previous campaign.\r<br>\r<br>With business, it earned:\r<br>8.03% increase \r<br>in GrabMart users during the campaign period.\r<br>\r<br>220% faster week-on-week growth.\r<br>from 3.92% growth in GrabMart deliveries.\r<br>220% faster week-on-week growth.\r<br>","is_link":false},{"keyword":"URL 1","content":"https:\/\/www.facebook.com\/share\/v\/1AF6MzQCxo\/","is_link":true},{"keyword":"URL 2","content":"https:\/\/www.facebook.com\/GrabPH\/videos\/566371543139839\/","is_link":true},{"keyword":"URL 3","content":"https:\/\/www.facebook.com\/share\/v\/174d1UxgMN\/","is_link":true}],"files2":[{"name":"DI08_011.mp4","type":"mp4"},{"name":"DI08_011_DI01L.jpg","type":"jpg"}],"count":2}