Malaysian Media Awards Winners Showcase

2019 | |

Petron Fuelling Brand Favorability with Marvel Studios’

Advertiser: Petron Malaysia
Brand: Petron Malaysia
Creative Agency: -
Credits: -

The Challenges
Challenge is to build strong brand association between Marvel and Petron, to convert Marvel fans into Petron customers, in order to increase sales.

Insight, Strategy and the Idea
Marvel fans are strong advocates of Marvel universe and are highly expressive of their brand love. This key insight is aligned with Petron’s strategic partnership with Marvel Malaysia, knowing that the Marvel fans are highly engaged Millennials. So, how does Petron infuse its unique brand positioning into the Marvel cinematic universe? Petron embraced this brand integration as an extension of its’ own, in collaborating with Marvel to produce a series of entertainment fueled videos, creating a synergy between both brands in a seamless continuity. The videos featured influencers and Marvel Superfans who teamed up for an adrenaline fueled race, overcoming challenges at multiple Petron stations, in which the winners win limited edition Marvel Character Figurines as prizes. The video content showcased the teams highlighting the attractive yet functional aspects of each Marvel figurine throughout the journey (i.e. Ironman as a table lamp, BlackWidow as multiple USB porthub etc). Diehard fan or not, targeted users were enticed by the figurines’ exclusivity and uniqueness.

Media Execution
Marvel with 30Million followers, natively published the Petron branded videos on their Facebook page, tagging Petron as collaborative content creator via Facebook’s Handshake Tool. This has allowed Petron to amplify its’ brand voice and penetrate into the hearts and minds of Marvel fans with the captivating content series. We employed custom and lookalike audience targeting to extend campaign reach and amplify both brands’ partnership, to boost top of mind and brand favorability for “Petron” amongst Marvel fans, to potentially increase sales conversions.

Results and Effectiveness
The campaign was proven to be highly effective!
The results were:
• +110% “#PetronMY” mentions associated with “#MarvelMY” on social media.
• +90% Exclusive Marvel figurines sold.
• +4.2% uplift in Navigations!
• +4% in fuel sales, despite decline in