Advertiser: PETRONAS Brand: PETRONAS Creative Agency: - Credits: -
With SepangInternationalCircuit being dropped from the F1 itineary, not only were the fans disappointed but PETRONAS also faced the riskof losing international & F1 credentials with domestic fans. In 2018 we were tasked to ensure that even though Malaysia wasn’t hosting F1 race, PETRONAS’ association with the sports remains TOM for consumers.
Insight, Strategy and the Idea
MediaAgency recommended leveraging on key fan insights to engage the consumers. 1. Malaysians love to watch sporting events with friends & family. 2. When they couldnt watch the event from the stadium/circuit the neighbourhood mamak was always the place to be. We decided to bring to life this unique Mamak sports vieweing experience to life but with PETRONAS’ twist. We converted PETRONAS’ SIGNATURE FUEL STATION IN KL into SPORTS MAMAK.
We teased the consumers on RADIO with the message “”Watch Melbourne F1 Free of Cost”” & partnered with celebrities ShafiqKyle & AerilZafrel further driving the buzz. Best of all it was open invitation for everyone. The boom of F1 car as it races past the Grandstands is a unique raceday experience, we recreated the magic with a stateofart of surround sound system & an HD screen to bring the race alive. To give fans an experience of racing pits, we also showcased Petronas’ F1 Racecar. Fans could also experience an F1 virtual race simulator. BATAK Challenge; a machine on which racers trained for handeye coordination. Merchandise sales and ofcourse delectable snacks for a complete stadium experience. We further offerred discounted Grab rides to the venue. The entire event was broadcasted live on Facebook and fans could also keep up with the updates on the radio.
Results and Effectiveness
The campaign achieved 5million+ impressions for ONEDAY EVENT. PETRONAS WITNESSED 8% incremental footfalls with 1000+ Championship Tshirts sold. 1.1+ Million views of the LIVE FB Broadcast & 365k+ engagements for just ONE RACE.