Petronas pumps up with Primax 95 Xtra

Malaysia - Petronas Dagangan has rolled out a 360 marketing push in support of the launch of its latest Primax 95 Xtra fuel offering by Malaysian Prime Minister, Dato' Seri Najib Razak on 9 April.

"Petronas through its relationship and association with Formula One developed a new fuel for the masses. The F1-inspired fuel technology delivers better acceleration and mileage which is the core message of the campaign," the brand told A+M. 

Set to last approximately three months and targeting all Malaysians, a teaser campaign kicked-off on 7 April with a 40-second TV commercial premiering across Astro and terrestrial channels yesterday.

All major dailies have been engaged for a series of print ads with the Sun featuring 100,000 Petronas-branded sleeves (jacket envelopes) encasing the newspaper proper at selected areas within the Klang Valley across a period of several days.

On the digital front, executions are being carried out via online channels such as Paul Tan, MSN, Facebook, the Lowyat.net forum, and Sin Chew. Radio spots have begun airing across selected AMP, Media Prima, and Star RFM stations along with a number of billboard ads already in place.

A pre-launch blind market test for the media was held on 23 March.  BTL initiatives include flag-lines, pump toppers, hose nozzle wraps, sky dancers, station décor, and leaflets.

Zenith Media is responsible for all media buying and planning activities and digital work while Leo Burnett managed all the creative elements surrounding the campaign.

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