Infinix sold 4,000 smartphone units within the first 60 seconds of launching a new product in Indonesia (09/02).

The company achieved this by using the Grab app ecosystem as its main marketing channel to reach consumers and accelerate purchase decisions.

Indonesia’s smartphone market sees more than 40 million units sold annually, making it one of the largest in Southeast Asia.

However, consumers face choice overload, with too many options making purchase decisions increasingly difficult.

GrabAds Boosts Real-Time Consumer Engagement

Sergio Ticoalu, Head of Marketing Infinix Indonesia, said the local smartphone market has entered a stage where product differentiation based solely on specifications is no longer enough.

This prompted Infinix to adopt a mobile-first marketing approach, leveraging Grab’s ecosystem.

Through GrabAds, Infinix ads appear while users travel, order food, or shop for daily needs. This strategy links brand exposure directly to users’ activities, increasing relevance and engagement.

High-Impact Ad Formats Drive Early Exposure

Infinix combined several ad formats within the Grab app to maximize impact. These included first-view ads that appear when users open the app and full-page video ads on in-transit pages.

The placement allows immersive messaging from the start. It provides a call-to-action that encourages users to explore the product further, either within Grab’s ecosystem or on partner e-commerce platforms.

Branded Vehicle Icon Enhances Visibility

One innovation in the campaign was the Branded Vehicle Icon on GrabMaps. Users saw Infinix logos and visuals of the latest product while actively tracking orders.

This ad format offers repeated yet natural exposure during key moments, helping the brand stay top-of-mind. Targeted video ads also highlighted the gadget’s performance for gamers and content creators, further supporting purchase decisions.

GrabAds as a Business Growth Ecosystem

Roy Nugroho, Director of Commercial Grab Indonesia, said the campaign reflects a shift in Grab and GrabAds’ role. The platform now functions as an ecosystem capable of driving business results through data, context, and creative ad formats.

PHOTO: INFINIX

This article was created with AI assistance.

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