Malaysian Media Awards Winners Showcase

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Challenge
With the launch of Petronas Xtra 95, client was facing a noisy Malaysian F1 weekend. Besides heavy ATL campaign, we need to ensure we are able to push consumers to Petronas stations to fuel up. Also we knew motorist always decides to fuel up when they leave their homes.

Solution
The solution was simple! We owned everyone’s front gate as Petronas ad space which is literally the first Out-Of-Home medium they would consume when they leave their homes. Similar to a house drop concept but an upgraded version with celebratory balloons that stood out! Ultimately the housing areas appeared to be celebrating Petronas’ new fuel on the launch day with balloons popping up everywhere. Attached was the call-to-action card driving them to nearby Petronas station.

Execution
Solution may be simple but the task was gruelling as we were tasked to reach out to 80,000 homes in 5 states within Malaysia within a single day prior to the launch. These locations were chosen with the opportunity to gain new users and were strategically mapped out within 3km radius from selected Petronas stations. And to celebrate the F1 fever, the stations had F1 activities for consumers who fuelled up that day.

Results
With this new Out-Of-Home medium we’ve created, we definitely gave a pleasant surprise to neighbouring area and made sure we were top-of- mind as soon as they left their home. Achieved 12% sales above the given KPI; 16,000 commuters fuelled up on the launch day; 12,000 customers played the F1 game.