Advertiser: Petroliam Nasional Berhad Brand: PETRONAS Creative Agency: - Credits: -
Shell was the official sponsor of MotoGP but PETRONAS wanted to engage with the same audience. Our challenge was to take-over the Shell Moto GP hype without being the official sponsor!
Insight, Strategy and the Idea
Official sponsor was event centric but the fans were mostly excited by local heroes competing in the event. PETRONAS’ own underdog rider, Hafizh Syrahin, was mostly known amongst local fans to have grown from PETRONAS Cub Prix Races to now the world-known Moto GP race. With this agency decided to create a pull around his popularity and devised a FANCENTRIC radio campaign. We combined Hafizh’ persona with the most popular HotFM announcer Ajak and created an experiential extravaganza at the PETRONAS stations across Klang Valley. Partnering with HOTFM we excited the Malaysians throughout the campaign.
Campaign was set in 4 phases: 1. PRE-EVENT TEASE– ‘’Catch Hafiz at PETRONAS fuel stations” pushed via livereads, promo, website, Facebook and Instagram a week prior to build anticipation. 2. CATCH ME IF YOU CAN!- Phone Interview with Hafizh on event day. His whereabouts shared on air and Hot FM social media so fans could him at the next PETRONAS station. 3. SURPRISE THE FANS- Hafizh disguised himself as a Pump attendant at PETRONAS stations to surprise the fans. The funny moments were recorded and aired on HotFM’s Facebook. 4. FINALE AT PETRONAS PETALING UTAMA- Hafizh and Ajak did a FB live right before his onstage appearance. Cruisers created hype and rewarded fans with limited edition merchandises.
Results and Effectiveness
• 1.7 Million reached • 230,000+ people reached through HOT FM’s social media. • Over 53,000 conversations. • Earned Media value RM 500,000, one-tenth of the cost of sponsoring Moto GP • Over 1500 additional people turned up at the designated PETRONAS stations. • Post campaign survey concluded 20% motorists perceived MOTOGP was actually sponsored by PETRONAS. • 20k views of FB live sessions