Advertiser: PETRONAS Group Brand: PETRONAS Group Creative Agency: - Credits: -
In conjunction with Hari Raya, and facing budget constraints, PETRONAS decided to re-run one of its most heartwarming TVC in 1999 Titled “No Charge”. The TVC featured a son that left a note for his father to charge him fees for doing chores. In return, the father left another note telling him how much he had spent raising him as his son but decides to give him a “No Charge”. With this, how could PETRONAS embody the spirit of “No Charge” and bring it on-ground to all Malaysians including the grassroots?
Insight, Strategy and the Idea
As Hari Raya is a festive of giving and sharing, this goes in-line with the “No Charge” spirit. We decided to partner with Berita Harian, the highest reach non-tabloid newspaper that reaches out to our target audience. IDEA: We did the most relevant creative buy ever. We wanted consumers to experience the “No Charge” spirit and for the first time ever, we took over Berita Harian and made it free-of-charge nationwide on the first day of Hari Raya. The newspaper that normally cost RM1.80 was given to all Malaysians at “No Charge”. PETRONAS, like the father in the commercial, took the cost upon itself.
The PETRONAS “No Charge” newspaper was a PETRONAS branded Berita Harian copy that had a “No Charge” stamp on the Berita Harian masthead clearly letting consumers know about the gesture from PETRONAS. We worked with newspaper distributors across Malaysia to ensure the newspaper was delivered at no charge.
Results and Effectiveness
First ever “No Charge” newspaper for a normally paid newspaper. We successfully reached and touched 1.5 million readers, generated RM800,000 worth of social conversation with PR coverages. Our TVC also received additional 40 million views, spurred by the print message. Brand awareness and affinity rose 7% during this period.