Malaysian Media Awards Winners Showcase

The Challenge
When MercedesAMGPETRONASF1 team secured their first World Constructors’ Championship in 2014, they wanted to share the joy with their fans – especially to unite Malaysians and celebrate the world triumph of one of the country’s own. They wanted to build a crescendo by going through a final “Winning Lap” with Malaysians.

Insight, Strategy and the Idea
Social media is hugely popular with sports fans who post congratulatory messages and follow team pages and brands that associate with their sport teams. These fans want their posts to have increased visibility. To build this crescendo, we provided the avenue for Malaysian fans to post their congratulatory messages, in an Outdoor space where their posts will get visibility. Throughout this celebration, the audiences can post messages and win prizes.

Media Execution
For impact, the huge OOH Digital Screen at Pavilion. It featured a real time social media feed to capture celebratory tweets, FB updates and Instagrams with #PETRONASFormulaWin. To give “fame” to these posts, the live audience could simultaneously see their posts go live on the big screen. At the same time allowed people not on location to participate too. Amplication of celebration: nearby simultaneous ground activities. These included prizes for every 100th tweet to the screen, consumer engagement via loyalty card registration, photo sessions with PETRONAS crew in F1 jumpsuits. The Crew also had tablets on their jumpsuits to encourage spontaneous congratulatory live postings, which are also retransmitted to the big screen.

Results and Effectiveness
Within 4 hours of the engagement period at the OOH screen, 1103 total
share (digital) engaged a live audience of 8378 people.

• 4 shares on Twitter per minute
• 1103 shares on Twitter
• 3 unique shares per minute
• 778 total unique shares engaging users worldwide Petronas photo sessions, shared on Instagram: 35 viewers per minute
• 8378 viewers (Source: MovingWalls) Congratulations Malaysia!!