Petronas gets kids talking about F1

Malaysia - M&C Saatchi's recent campaign for Petronas, the title sponsor of the Malaysian Formula One Grand Prix, uses kids who are knowledgeable about F1 to endorse the event.

Making an appearance in the campaign's TVCs is 14-year old, Jazeman Jaafar, Malaysia's latest racing sensation and youngest-ever and first Malaysian winner in the 2007 Formula BMW Asia series.

"The F1 race to be held in March 2008 at the Sepang circuit will be the 10^th F1 race to be held at this circuit, making it very special," Lara Hussein, managing director of M&C Saatchi, said.

"It was decided to feature kids who today know so much about F1 and F1 racing as this is the new generation that has grown up with this sport, which is why we labelled this TVC 'Generation F'," she said.

According to her, the kids featured in the TVC are knowledgeable about the topic and can deliberate and discuss at length about them. Other media used to promote the event are press ads, radio, outdoor, online and BTL media.