Advertiser: PETRONAS Brand: PETRONAS Creative Agency: - Credits: -
PETRONAS, had already stamped it’s authority by winning the F1 championship 4 times. However, the final season of Malaysian Formula1, presented a unique challenge. PETRONAS needed to remain intrinsically associated with F1 in the minds of audiences, even after the races stop happening at Sepang.
Insight, Strategy and the Idea
Although F1 races are known for carnival-like atmospheres, the viewership of the sport happens exponentially higher ‘off the tracks and on the screens’ with live feeds and social content dominating the audience eyeballs. Media Agency recommended taking the race ‘off the tracks’ and ‘onto the mobile screens’. A ‘real time experiential branded content architecture’, social by design, replete with reality content, and bite-sized exclusives, was designed for mobile first F1 fans. Key content angles, turned into on-ground experiences involving prominent celebrities and KOLs along with the PETRONAS F1 team drivers, served as an incubator of live, real time authentic content.
‘Bootcamp’ saw prominent celebrities like Yulina being teamed with Malaysian athletes like Pandalela, while they went through rigorous F1 driving training, to give an exclusive peek into the F1 preparations. ‘PitStop Challenge’ then saw the athletes and celebs team up as Team Vettel and Team Bottas to compete as a precursor to the actual race. ‘Taxi Ride’ capsules were finally deployed with Go-Pro feeds from the cars driven by the celebs doing laps on the actual race track, delivering an experiential feel of F1 racing. Thus, F1 fans experienced the adrenaline of navigating a racetrack, right from their mobile screens, made possible by PETRONAS
Results and Effectiveness
The campaign reached 16mn+ Malaysians, delivering 63 mn+ impression, generating 1.4 mn+ conversations. Thus by tapping the ‘LIVE mobile generation’ PETRONAS built an indelible association with F1 fans, on and off the track.