Advertiser: Petroliam Nasional Berhad Brand: PETRONAS Creative Agency: - Credits: -
PETRONAS being a corporate champion for social cohesion in Malaysian aims to bridge the gap between East and West Malaysians by sharing the Gawai Keamatan festival or harvest festival celebrated in Sarawak and Sabah to Peninsular Malaysia.
Insight, Strategy and the Idea
Malaysians are curious and love travel shows. But what if they were given a chance to direct it through the first ever crowd source travel activation. We partnered up with HitzFM and launched a nationwide activation to spread the eastern joys with the west Malaysians. We divided the activation into three key pillars: 1. THE HOST: A new face from West-Malaysia found thru our activation 2. THE CREW: Built an on-ground activation team to capture & broadcast the journey in real-time 3. THE JOURNEY: Unscripted, designed & directed by Malaysians from both sides on real-time basis. The entire activation was documented and distributed as hundreds of priceless content pieces across Malaysian media.
The road trip was designed with the help of East Malaysians who highlighted hidden gems of East Malaysia and Gawai Keamatan activities. The journey kicked off in Sabah Sabah to celebrate the Keamatan festival with the Kadazan Dusun community then jets off to the Dayak community to experience Gawai. Along the way he would stop for local cuisine, places of interest and PETRONAS stations with HitzFM cruisers We broadcasted his journey on real time basis via FB live & Hitz FM Instagram accounts giving viewers a chance to interact and ask questions about Gawai Keamatan.
Results and Effectiveness
• 850 footfalls over 6 PETRONAS stations • Touched 14 million people in West-Malaysia. • 2.4 Million East-Malaysians reached • 155 entries to host the show • 15% new subscribers on PETRONAS YouTube channel • 3 hours’ worth of content on 9 socialmedia platforms • Free PR worth RM5.8 million • Awareness about the Festival increased by 35% in the post campaign study