2018 | Finalist | Best Use of ABC Audited Newspapers/Magazines
Advertiser: PETRONAS Brand: PETRONAS Creative Agency: - Credits: -
PETRONAS has been the sponsor for Formula1 racing for years, and had already stamped it’s authority by winning the F1 championship 4 times. With a fragmented sporting following in Malaysia, PETRONAS needed a campaign which not only promoted it’s winning stance in 2017 Formula1 Championship, but also made it the talk of town.
Insight, Strategy and the Idea
Digital takes top spot in terms of campaign innovation. However, it’s cluttered with all brands trying to jostle for attention. The best way to get eyeballs is to innovate where unexpected, which then gets shared and spread through word of mouth across all platforms including digital. Media Agency recommended leveraging print, the most unlikely innovation vehicle, and turn it into a catalyst for nationwide interest.
Having selected key press titles – NST, The Sun, Beria Harian, Utusan Malaysia and SinChew, we managed to get Headline presence proclaiming the news of PETRONAS F1 winning the championship yet again. Upon completion of the final race of the season, full page full color messages were splattered across the key titles. But there was one key objective that was yet to be fulfilled – to use the newspaper to go beyond just the reach and readership of the titles. It was done by one simple innovation – newspapers carried a sticker which said ‘I run on the Fuel for Champions’ sponsored by PETRONAS F1, which readers could peel off and stick on their cars as a sign of pride. The innovation got posted and shared on digital, too, amplifying the reach of a newspaper campaign the maximum, by turning Malaysians into media vehicles, literally.
Results and Effectiveness
The campaign delivered 6.5 mn+ impressions, reaching 4mn+ Malaysians. 65,000+ car stickers were dispensed which multiplied the reach of the campaign by multiple folds.