Malaysian Media Awards Winners Showcase

2018 | |

PETRONAS takes pole position, in the race to win Malaysian hearts

Advertiser: PETRONAS
Creative Agency: -
Credits: -

The Challenges
While PETRONAS had a strong association with international motorsports through Formula1 and Moto GP, the challenge was to translate this association with the grass-root level nationwide. Since 2003, PETRONAS had sponsored the Malaysian Cub Prix Championship. However, the awareness in comparison to the other two motorsports titles was significantly low. The challenge was to bridge the gap and win hearts of all Malaysian motorists, and not just motorsport fans.

Insight, Strategy and the Idea
Media Agency recommended building a favourable association with everyday motorists by turning a grass-root level motor event into a carnival unlike any other. The strategy was to drive home one simple point- ‘no matter the level of motoring, it’s always made better with PETRONAS’. The Malaysian Cub Prix happens in multiple locations across Malaysia with 10 rounds of races, with an average of 270,000 visitors at each venue. Media Agency recommended designing an event which not only built product affinity and education, but also drove product sales. PETRONAS Cub Prix Village was born.

Media Execution
Cub Prix Village became the most popular fixture at all Cub Prix venues, with not just the ‘fuel for champions’ technology demonstrated through products, but also featured a pop-up double decker Kedai Mesra with a race viewing deck, offering an unparalleled experience to all. To add to it, Sprinta Buddy program was introduced where fans could try the newly launched Sprinta Lubricants and enjoy a chill zone with free bike wash and oil change. The brand did not just gain revenue and favourablity, it managed to win the hearts of Malaysians, with one thoughtful gesture.

Results and Effectiveness
10,000 footfalls per day, 8 times more Mesra card sign-ups than the year before, quadrupled the sales of Gift Cards, and almost tripled the sales of Kedai Mesra. PETRONAS had achieved pole position in the hearts of Malaysian motorists.