PETRONAS plays on '0' in first-ever print and digital campaign for solar unit

M+ by PETRONAS, PETRONAS' flagship rooftop solar solution, has launched its first-ever campaign in Malaysia. Done in partnership with Ensemble Worldwide, the campaign runs on print and digital and centres around the customer-centricity it employes in everything it does, from the brand promise to the design of its solutions including its zero capex investment. It also features M+ by PETRONAS' proposition "Solutions that rise above". Explaining the creative concept, Ensemble Worldwide's business director, Iskandar Putra, told A+M that zero plays a prominent role in M+ by PETRONAS in the Malaysian market. From providing customers the benefit of zero techno-financial risk when signing up, to the zero carbon emission properties of renewable energy.

It wanted to convey this thought that zero has the potential to become the biggest hero - whether its cost savings, reducing hassles or saving the planet. "We also used the visual mnemonic of '0' to represent both the sun and the power of zero to create new possibilities, in line with PETRONAS’ aspiration of achieving net zero carbon emissions by 2050," he added. Mediabrands was appointed in 2019 to handle above the line duties for PETRONAS.

Meanwhile, PETRONAS' spokesperson said print and digital were chosen for the campaign because they are the top medium consumed by entrepreneurs and business leaders in Malaysia. Specifically, trade publications, Facebook, LinkedIn and Instagram, as well as native digital ads and BFM89.9 are the main channels used. The image below is an example of the print advertorial produced for the campaign.

petronas solar print ad1

The monetary investment for the campaign was in the six-figure range and according to the spokesperson, the budget is evenly allocated between print and digital. M+ by PETRONAS was launched last October and according its website, its range of products are specifically designed to ensure customers achieve peace of mind when making the switch to clean energy. The solutions it offers include on-site and off-site solar, battery storage and hybrid solutions, hawk Ai energy and data monitoring solutions. M+ by PETRONAS currently has 12 projects across seven states in Malaysia and more than 400 projects across 24 states of India. In Malaysia, its solar rooftop solutions are currently powering 15 Lotus's hypermarkets, Malaysia Marine and Heavy Engineering West facility, University Teknologi PETRONAS, Institut Teknologi Petroleum PETRONAS, PETRONAS Refinery and Petrochemical Corporation, and selected PETRONAS stations nationwide. 

Meanwhile in India, it counts brands such as 3M, Domino's Pizza, Amazon, Amway, Cisco, Hilton Hotels and Resorts, Honeywell, and Harman among its list of clients.

On PETRONAS' website, president and group CEO Tengku Muhammad Taufik said it is making the commitment to have net zero carbon emissions by 2050 to make a positive change. This effort is not only carried out to ride the energy transition but also because a fundamental shift is needed and the organisation wants to be part of the solution, he added.

Separately, the brand launched its sonic branding last year to break away from the mould that it deals exclusively in oil and gas. Done in collaboration with Dragon Rouge and Sixième Son, the sonic branding was part of a visual refresh that included sonic and motion to deliver a 360° brand experience. The sonic branding was launched internally through its brand positioning in August 2019 and first used externally throughout its festive ads last year.

Related articles:
PETRONAS tops list for putting employee growth first, LinkedIn says
PETRONAS' sonic branding leap aims to achieve 100% recognition
PETRONAS and Maybank among firms best at managing crisis, finds study
PETRONAS ranked most valuable brand in SEA with US$12.04bn valuation