Results and Effectiveness

When the Primax 95 Xtra Pump Pillars were installed, a flurry of interest and stop-bys were generated. Pictures of pillars were taken and shared in the digital space, creating valuable word-of-mouth. Indirectly there was a noted increase of awareness of PETRONAS petrol stations in close proximity with the shopping malls involved.

Creative Execution

We needed to locate an area where motorists alighting and entering their vehicles can be found in hordes. Naturally, we picked carparks. We selected major shopping malls in the city that had huge carparks with high traffic of vehicles. The idea was to replicate the look and atmosphere of a PETRONAS petrol station by strategically wrapping carpark pillars to look like petrol pumps, from the nozzle to the fuelling meter. To create realism, the pillars are measured and strategically chosen based on distances and measurements to match the size of the actual pump in an actual petrol forecourt. With cars parked in between pillars, they look like they are parked next to PETRONAS Pumps, waiting for refuelling. To push the media further, a map along with the longitude and latitude of the nearest PETRONAS petrol stations from the malls are also indicated on the pillars.

Insights, Strategy and the Idea

The Oil & Gas segment is a regulated market in Malaysia, therefore all competitive fuel brands sell in a level playing field in terms of pricing. Hence, how can each brand capture the attention of consumers enough to drive into the petrol stations and experience their fuel? As the leading fuel brand in Malaysia, PETRONAS Primax 95 Xtra’s marketing objective is to consistently increase traffic to petrol stations and increase trials. Motorists in Malaysia are mainly creatures of convenience and locations in terms of choice of petrol. We wanted to create interest and play with their frame of mind with fuel reminders when they are closest to getting behind the wheel of their car.