How GrabBike is using adtech to change social perception around driving careers

GrabBike, the two-wheeled business of taxi app and ride sharing giant Grab, has managed to rev up the effectiveness of a recruitment campaign that aims to change social perceptions around rider jobs using adtech.
According to GrabBike, in Vietnam the demand for its service in key cities like Hanoi is scaling faster than it can recruit drivers. A key issue is that being a bike driver (or xe om) is seen as a “face-losing job”.
The brand therefore took to digital media to try and entice