2018 | Bronze | Best Use of ABC Audited Newspapers/Magazines
Advertiser: PETRONAS Brand: PETRONAS Creative Agency: - Credits: -
While PETRONAS had a strong association with international motorsports through Formula1 and MotoGP, the brand seeks to translate the association with motorsports on a grassroot level and make it relevant to entry-level cub motorcycle enthusiasts.
Insight, Strategy and the Idea
Many of these cub motorcycle enthusiasts are youths that dreams to someday be a rider on the track. With the recent successes of Hafizh Syahrin, the cub fever was at an all time high with enthusiasts around Malaysia wanting to replicate the local hero’s successes. Media agency identified this opportunity and recommended PETRONAS to be the catalyst to turn dreamers to dreamchasers. OUR STRATEGY: TURNING DREAMERS TO DREAMCHASERS! A holistic media campaign was deployed using the key message ‘Pengejar Impian’ reaching out to Malaysians on TV, Radio, OOH, NPP, Digital & even On-Ground.
With the idea of “Pengejar impian” we invited fellow enthusiasts & Malaysians to join PETRONAS and chase their dream with the winning formula. Newspapers were selected based on its grassroot reach – The key demographic of dreamchasers. A creative newspaper buy with a front page motorcycle sticker of ‘Pengejar Impian’ was deployed where dreamchasers were encouraged to display their passion in the sports by representing their dreams through placing the sticker on their motorcycle. These dreamchasers were then celebrated on social media where hashtags were encouraged to be used on their social postings in order for them to receive their first encouragement to chase their dreams – A free bottle of Motorcycle Oil in their next Cubprix visit!
Results and Effectiveness
- Over 30,000,000 impression
- Over 7,000,000 reach
- Over 10,000 online conversations
- Almost 10 000 footfalls per day
- 8 times more mesra card sign-ups
- 4 times more gift card sales
- 3 times more sales activity at Kedai Mesra