Malaysian Media Awards Winners Showcase

The Challenge
Petron wanted to take advantage of the excitement leading to Euro 2016. Problem is, they didn’t have licensing rights to the festival! How do we engage football-mad audiences while avoiding mention of Euro 2016?

Insight, Strategy and the Idea
During rush hour, radio is the only medium drivers can get their updates. Nothing new- during that time, the airwaves would be filled with everything and anything related to Euro 2016. How do we stand out? We looked at where the game was hosted. France. This led us to the big idea: Unexpected football moments with that French guy We turned expected daily updates into something unexpected. Everyday conversations about Euro 2016 suddenly became new, entertaining and unexpected. Fuel Happy to Paris was born.

Media Execution
We partnered with Hitz.fm to create a series of unexpected football experiences with ‘that French guy’. (In reality, a top radio announcer speaking in an OTT French accent). ‘That French guy’ talked about how to play football in unusual- and often hilarious- ways. Said content was made available daily during the morning drive time slot. As well, we created videos showing radio announcers playing football in the most unexpected ways – having been inspired by that French guy, of course. This was shared on Hitz and Era social media. Various radio hosts directed listeners to these videos. We also invited listeners to tell us how they play football in the most unexpected ways. Winners won seats to watch the Euro 2016 finale at a cinema.

Results and Effectiveness
Over 3mil motorists reached. From Astro Radio’s Facebook and Instagram pages, Petron received an additional organic reach of 577k. 27k interacted with our content. Brand awareness increased by 5pts. Market share increased by 8% during this period.