Malaysian Media Awards Winners Showcase

The Challenge
PETRONAS had just launched a new motor oil, Syntium with CoolTech that comes with a strong proposition: To Fight Excessive Engine Heat. We had to recruit new customers and find a sweet spot to connect with them.

Insight, Strategy and the Idea
DID YOU KNOW? 1. Malaysians were stuck in traffic Jams for 250 million hours in an year resulting in massive engine heat ups (Source: world bank) 2. 41% Malaysians thought traffic jams was their no.1 problem ( source: World Bank) 3. 4 Million Malaysians were using waze, a large chunk looking for shortcuts. 4. Petronas retail had presence in over 70% of Jam-hit areas So what did the agency do with this data? The agency partnered with WAZE and geo-targeted ads during high traffic hours that transformed the Red zones (high traffic) areas into Red hot leads for Petronas. The strategy was to identify the culprit “Traffic Jams” at the very moment they are stuck in jam and highlighted how Syntium can rescue instantly.

Media Execution
We exploited the red-zones on Waze (with high chances of Jams) with a two prong execution tactics. 1) Serving ads during evening Peaks so the motorists could instantly go to the stations. 2) High frequency during jams near point-of-sale for Syntium Moreover, we directed these users with a quick call to action: they could either click on the banner to go straight to the Petronas station or to save it for a later servicing date. At the same time enjoy free refreshments to cool down the motorists. We intelligently captured data and targeted users with follow up ads reminding them of when the next service date is.

Results and Effectiveness
• 3.9 mil. Impressions in Waze • Capturing 481,000 search interest for Syntium • over 12,000 actual navigations on Waze • PETRONAS gain an increase of 23% in sales