Malaysian Media Awards Winners Showcase

The Challenge
Petron wasn’t a sponsor of Euro 2016. Nonetheless, the brand wanted to be part of the excitement and this led to the ‘Fuel Happy to Paris’ campaign. Our ads (featuring ‘That French Guy’ talking about football) were already on radio. We were now tasked to engage fans in the digital space.

Insight, Strategy and the Idea
When was the last time you clicked on a banner ad? Chances are, close to never. Of those that do, it was because of smart targeting and relevant content. Like you, football fans are people too. If they’re aren’t interested in the work offline, they won’t be interested if we put the same work online. We know we have the content (people liked our work on radio and talked about it). We just need to package it for digital audiences, and deliver it to the right people at the right time.

Media Execution
We partnered with OhBulan and put together new content around Euro2016. Next, we worked with an technology partner to develop a platform called ‘Content@Scale’. This allowed us to deliver real-time rich content (from Hitz.fm and Era.fm) and articles (from Says and OhBulan) on a rich banner format.Whenever a content is created offline, it was pull to the banner to reach the digital audience. With it, users could also view our entire Euro content, other user submissions, and submit their own entries without having to leave or click out of the banner. Through programmatic advertising, contextual and re-targeting of engaged users, we ensured that the right content found its way to the right audience.

Results and Effectiveness
Our scalable content reached 18mil football enthusiasts, with an Interaction rate 3%, exceed industry norm by 187% Market share increased 8% post-campaign period. People are actively talking about “unexpected football experience” in the digital space