Advertiser: PETRONAS Group Brand: PETRONAS Group Creative Agency: - Credits: -
After 20 years of running heartwarming festive commercials, PETRONAS found others were emulating their formula. How could the brand differentiate?
Insight, Strategy and the Idea
INSIGHT: 59% of online audiences visit YouTube, spending 20 minutes per visit. This has led to the rise of local content by Malaysian YouTubers, with millions of followers. STRATEGY: Instead of having a creative agency writing the script, we wanted to differentiate by encouraging user-generated content from our audience. Instead of using paid media to drive earned media, we would start with “earned” media which translated to “paid” and “owned” media. IDEA: This year, PETRONAS embarked on capturing stories of Malaysians shared with Malaysians, made by ordinary Malaysians. We invited ordinary Malaysians to submit stories that could become the next PETRONAS Raya film. The winner would direct their story with resources from PETRONAS.
EXECUTION: PETRONAS announced that they were looking for the next big talent. Now fans of PETRONAS commercials could have their story created into a webfilm. MULTIPLE, RE-ENFORCING MEDIA: 1. Postings from PETRONAS’ owned Facebook were amplified by suggested posts, targeted to film-makers, creative types, writers etc. 2. Actors from previous PETRONAS films were deployed to urge participation from aspiring film makers, via online pre-rolls. Using memorable characters increased consumer understanding. 3. Digital PR, targeting newspapers, magazines and budding film makers grew awareness of this unique opportunity.
Results and Effectiveness
Winner was treated to red carpet premiere of ‘Sampai Hati’ Entire process took place online, regularly updated, thus growing audiences continuously. Campaign reach: 80 million impressions, 60% targeted towards Malays. 1,980 storyline submissions. Film generated 1.6 million+ views 25,000 positive social mentions online. Over RM 3.9 million in earned media value. Media ROI: 5.3x “First ever” Malaysian crowd-sourced festive film continued the legacy of bringing Malaysians together.