Malaysian Media Awards Winners Showcase

Challenge
With a very limited budget, how could PETRONAS connect with drivers and enable them to be aware of newly launched PRIMAX 95XTRA fuel using social media? We know that there are many types of drivers: the auto-enthusiasts, female and youngsters. What could the brand do to bring them all together?

Solution
Each celebrity has their own loyal set of fans. If we could get celebrities aboard, they could then use their own channels to attract more consumers. Hence, we selected a variety of celebrities and got them in competition to entice diverse fan bases. We chose: Paul Tan, Malaysia’s leading car authority, Juliana Evans, actress (not car- savvy) and Ean, DJ, who knows nothing about cars but talks a lot.

Execution
The Facebook Virtual Race, where celebrities drove cars fuelled by fans around a virtual circuit. Each fan’s vote propelled the celebrity’s car forward. The racers used their own Facebook, Twitter and blogs to attract a variety of audiences, which included both car nuts and car-ignorants. Comments, ‘Likes’ and shares also gained hype for the race online. Paul Tan was later crowned the winner at a party where the supporters were invited, gaining valuable word-of-mouth.

Results
Eyeballs reached: 1,500,000, creating wide- spread brand awareness. Earned media value: RM 100,000, giving us 100% ROI Facebook likes increase: 6681 As we brought all types of drivers together through this first-of-its-kind celebrity race in the country, awareness of PETRONAS PRIMAX 95 XTRA fuel rose tremendously in social networks.