Sample #1 Sonia  (18-24 years old, student/part-time virtual assistant)

The color orange is associated with affordability and reflects enthusiasm. As a working student, Sonia is always on the go and on the lookout for discounts. Justifying why she should order Japanese food should get her attention, especially with the benefits that she could enjoy as she treats herself to her favorite Japanese food.

Sample #2 Alex (25-34 years old, small business owner)

Purple is associated with creativity, wisdom, success, and wealth - characteristics that he values as a business owner. Because he oversees day-to-day business operations and home expenses, he tries to "game" discounts and promos to get the best deal out of every transaction. The headline, "Level Up" is set on white background to draw attention. Motivational drivers are Carrots and Sticks (rewards points as "carrots") and Desire for Mastery (challenges Alex if he gets the best deal - master).

Sample #3 Lily (54-61 years old, newly retired)

The color blue creates a sense of security and trust. Exactly what Lily needs to feel when sending something special to her loved ones. The ad is clean and easy to understand. "Send your love with GrabExpress" is in yellow to give emphasis to the headline. 

I used the following motivational drivers. Power of Stories, Carrot and Sticks, and Instincts. But the main driver here is the Power of Stories. Lily just recently retired which gives her more time to nurture relationships with family and friends. The pandemic limits her from doing so. This ad taps into her need to nurture relationships in a safe way.