Overview

Grab sought to drive real-world dining consideration for its Dine Out deals by placing the brand in front of consumers precisely when and where dining decisions are made. The challenge was not brand awareness, but intercepting high-intent audiences across malls, transit nodes, offices, and residential catchments in a way that shortened the distance between exposure and action. Visual Retale designed a proximity-led DOOH strategy to surround key shopping destinations and embed Grab’s dining offers into everyday urban routines.

Execution

Visual Retale engineered a two-month, indoor-focused DOOH deployment spanning 15 shopping malls across Klang Valley, supported by a surrounding network of transit, office, and residential screens within a 1–3 km radius of each mall. Using PlayDOOH.ai audience modelling, 1,292 screens were selected to prioritise college students, urban professionals, and family audiences with strong dining propensity. This layered “mall-outward” approach ensured Grab’s Dine Out messaging followed audiences from daily commutes and workplaces through to leisure and home environments, reinforcing intent through repeated, contextually relevant exposure.

Impact

By aligning high-frequency indoor visibility with physical proximity to dining destinations, the campaign strengthened Grab’s presence at moments closest to consumption. The execution delivered efficient value through smart packaging, achieved meaningful audience penetration across priority segments, and supported stronger consideration for Grab Dine Out offers. It demonstrated how a tightly orchestrated indoor DOOH ecosystem can function as a conversion bridge — translating everyday movement into dining intent at scale.