Petronas Motorsports 2001/2002

Problem : Malaysians had serious issues about Petronas' involvement in Formula 1. Many were under the impression that Petronas was being lavish by spending millions of tax payers' money to simply project their "name" on a car.

(you'd be surprise how damaging 'coffeeshop talk' can be)

Solution : Demonstrate that Petronas is in fact doing more than just putting their "name" on the car, but actually placing their own engineers (18 in total) in the race teams - so the experience gained will help build a better nation.

Campaign started off with "Learning Curve" comprising of a 60-second TV and a series of print ads in 2001.

2001 campaign
TVC - "Learning Curve"




Print - "Aerodynamics"

Print - "Brakes"

Print - "Acceleration"

Print - "Engine"

Print - "Tyre"


2002 saw the campaign featuring the engineers and the part they played in the development of the race cars in the Sauber Petronas Race Team.

While we are not sure whether the "waste of tax payer's money" perception was eradicated, but one thing for sure, these engineers became national heroes.

Almost.


2002 campaign









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