MediaWorks 2019: Grab challenges young marketers

MediaWorks 2019 is now underway, and this year super-app Grab is challenging attendees to develop a strategy that will grow awareness of its mobile wallet across Southeast Asia.

Grab Financial Group head of marketing Oliver Lo issued a brief to delegates of the 14th annual event late on Wednesday evening, with a deadline of noon Friday to finalise their presentations.

The 101 delegates have been split into nine ‘agency’ groups. Each has been allocated a seasoned industry mentor to help them develop their communications plan.

The aim of the brief is to grow usage and awareness of Grab’s financial services offering, which includes its mobile wallet, as well as services such as micro loans, insurance, bill payments and a loyalty program.

Best known as a ride-hailing app, Grab has been building out the services it offers to become a one-stop-shop for life’s transactions, with an ‘everyday services’ offering including food, grocery and online shopping deliveries alongside its financial play.

For purposes of time, Grab has honed the brief to focus on offline transactions, when a user pays for a transaction in a restaurant, store or shop using the mobile wallet.

The delegates will have to come up with a strategy that addresses both psychological and competitive challenges.

In a cash-prevailing region with 60% of the Southeast Asian population currently without a bank account, a mindset shift is needed.

“The challenge we have is trying to upend an institution that has existed for thousands of years,” Lo said. “Our biggest competitor is cash.”

Grab is not alone in its pursuit of Southeast Asia’s unbanked - the strategy will also have to stand out from a competitive mobile wallet market, Lo added.

MediaWorks is a four-day intensive training experience that sees young marketers from across advertising and media guided by the industry's agency and communication leaders as they tackle a real brief from a real client.

With past clients such as Huawei (2018), Coca-Cola, Puma, Bacardi, LVMH and more, MediaWorks is an exciting opportunity for young professionals to take their skills to the next level and drive consistently excellent work across the region.