Malaysian Media Awards Winners Showcase

The Challenges
2018 saw PETRONAS launch a unique initiative & consumer offering titled “Morning@Mesra”. PETRONAS offered consumers a variety of breakfast menu options, to drive additional footfall in station & build brand preference. The agency was tasked to drive buzz and awareness for the latest offering at PETRONAS stations.

Insight, Strategy and the Idea
The agency understood that Malaysians consume TV dramas with the same passion & gusto as they go for their favorite breakfast option. Thus agency recommended partnering developing bespoke content for the brand in partnership with Astro and identified TiAmo, Sweetheart 100 Hari, a drama which was scheduled to launch in the first week of Syawal. Instead of a brand mention and outofcontext product placement, we integrated with the storyline itself.

Media Execution
The campaign was launched by TiAmo’s protagonists & Malaysia’s darling Fattah Amin & Fazura, the cutest TV couple instantly drove buzz around the campaign. We continued the hype by integrating with the storyline going beyond conventional partnerships. In the final episode of the series the protagonist goes to PETRONASStation to fuel her car, is seen messaging with PETRONASSYNTIUM in the Background, pays with MESRACARD as her daughter enjoys tasty Mesra snacks. The seamless product placed gave us strong push and was supported by promospots that showcased products integration across Astro Malays channels for 2 weeks, increasing MORNINGS@MESRA awareness and built a strong association with TiAmo show. We also had opening closing credits with Morning@Mesra complimenting the entire partnership. We further extended the campaign reach & capitalized on popular stars ZulAriffin & Neelofa, as they posted on their Instagram the importance of healthy break promoting Mornings@Mesra and inviting to watch the show.

Results and Effectiveness
Campaign Reached 3million+ Malaysians with 5% increased Footfalls to PETRONAS stations & purchase volume increased by 2% during breakfast hours. Thus we popularized Mornings@Mesra!!!