Advertiser: PETRONAS Brand: PETRONAS Creative Agency: - Credits: -
PETRONAS is a Malaysian icon that has been fuelling the appetite for energy for the last 45 years. The brand has high consumer familiarity, but in the face of increased competition, PETRONAS wanted to gain more traction with the consumers and increase footfalls in the fuel stations and launched a new line of breakfast offerings, Mornings@Mesra. Our challenge was to engage consumers beyond the fuel conversation and drive engagement with the brand.
Insight, Strategy and the Idea
Foodstagramming is not just a habit but a preeating ritual. It is how we share our experiences and discover news delectable cuisines to satisfy those taste buds. Agency recommended to leverage on this everyday behaviour of our consumers and engage them with the PETRONAS brand to deliver a unique experience. Our solution & campaign idea targeted two main consumers segments: ADULTS: Leveraging on the insight and trend of ‘foodstagramming’ and sharing reviews and experiences, we wanted to showcase that there are actually ‘Instagrammable’ breakfast menu options at PETRONAS. We deployed a multiarchetype approach in recruiting social influencers to engage with consumers. KIDS: Our breakfast offering was meant not just for the working professionals on the go, but we also wanted to showcase’ PETRONAS’ kid family attributes and thus there was a special kid’s breakfast menu options. We integrated fun & learning in popular enterntainment platform for kids to raise awareness & educate the importance of breakfast to kids.
ADULTS: WE DEPLOYED AN E.A.T APPROACH, IDENTIFYING 3 KEY ARCHETYPES FOR THE CAMPAIGN (E)ATER (Malaysian Foodies) We engaged Rhys Williams, a renowned food influencer to develop a content series where he travels nationwide in search of the best breakfast combos offered by the localized PETRONAS petrol stations. (A)LPHA (Alpha Influencers) PETRONAS invited Malaysians to join alpha influencers and power couple, Fattah Amin & Fazura for a breakfast together at PETRONAS petrol stations. This was done during the launch to drive mass awareness and interest of Mornings@Mesra. (T)ELLER (Social Storytellers) We engaged 17 influencers and popular lifestyle social news sites that developed social postings and articles that were more focused in providing ‘Did You Know’ stories about the breakfast offerings KIDS: WE INTEGRATED FUN AND LEARNING IN POPULAR ENTERTAINMENT PLATFORMS FOR KIDS NEWSPAPER We integrated special comic strips and crossword puzzles in education supplements of key top titles in Malaysia, Berita Harian Didik, Sin Chew Bintang & Sinaran where kids were educated about healthy breakfast habits while entertaining themselves with comic strips and crossword puzzle. TELEVISION Mornings@Mesra offerings were placed on Astro Ceria, the top kids Television program on air where product integration was placed right smack in the middle of their favourite cartoons shows. OOH/POS We partnered with Didi & Friends, a popular local cartoon and invaded the ‘1Billion Celebration Event’ where a Mornings&Mesra station was placed in the event encouraging kids to cultivate healthy breakfast habits and and at the same time inducing trials.
Results and Effectiveness
Campaign reached 14,000,000 Malaysians across various media channels. Awareness was strong on social media with over 250,000 engagements and 1,700,000 views achieved. Footfalls to stations increased by 5% with purchase volume increased by 2% during breakfast hours.