| Title | SAYA “SUKA” MALAYSIA! |
| Brand | PETROLIAM NASIONAL BERHAD (PETRONAS) |
| Product / Service | FUEL - MERDEKA 2011 (INDEPENDENCE DAY 2011) |
| Category | A09. Best Use of Social Media Marketing |
| Entrant | ZENITH MALAYSIA Kuala Lumpur, MALAYSIA |
| Entrant Company: | ZENITH MALAYSIA Kuala Lumpur, MALAYSIA |
| Media Agency: | ZENITH MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Lee Tse Yoon | Zenith Media/Malaysia | Planning Director |
| Sandeep Joseph | Zenith Media/Malaysia | Head/Digital Services |
| Yogeswaran Bala | Zenith Media/Malaysia | Business Director/Digital Media |
| Fatin Shakira | Zenith Media/Malaysia | Manager/Digital Services |
| Yanti Nading | Zenith Media/Malaysia | Business Director/Content |
| Aaron Low | Zenith Media/Malaysia | Senior Executive/Activation |
| Juliana Chua | Zenith Media/Malaysia | General Manager/Activation |
| Joanna Bessey | Joanna Bessey Productions | Creative Director |
• Conversation online about Merdeka: rose 2000% and PETRONAS featured in 30% of it • 380 videos created in 1 week, including 10% filmed by users • Reach: 8.3 million Malaysians via Facebook sharing • Facebook page: 33,223 new fans • Over 60,000 video views and 22,000 votes • Twitter trending topic: #SayaSukaMalaysia • Earned media worth RM 500,000 (offline + online) • PETRONAS brand affinity: up 25% (buzz tracking online) With those kind of results, PETRONAS says, Saya Suka Malaysia!
We sent camera crews to youth hangouts, asking consumers why they “suka” (like) Malaysia. Movie star Cheryl Samad, comedian Indi, and 988 DJ KK Wong accompanied cameras, encouraging participation. Hosts were from three different races to suit the 3 largest Malaysian ethnicities. Crew locations updated on Facebook drove more participants. Each response was edited to 30 seconds, suiting youth attention spans. Clips were uploaded to YouTube and PETRONAS’s facebook application. Respondents urged their friends to vote. Twitter hashtag, digital media buy, and banner ads embedding different videos every week are all pointed to Facebook, further driving eyeballs and content-sharing. Campaign also attracted organic growth from various parties : lifestyle bloggers who made their own videos of why they "suka" Malaysia, and homemade videos from public, all submitted to our FB app.
Merdeka (Independence Day) is important for PETRONAS: people driving to hometowns create fuel demand. Historically, iconic TV ads created awareness. But, increasingly, youth are spending more time online, and are engaged by social media. So how could PETRONAS create meaningful engagement with youth, thus embedding the brand? For youth born after hard-won independence, Merdeka is merely a holiday, not a commemoration or time of reflection. We want youth to think about their country in a bigger way, and to remember PETRONAS at this travel occasion. We knew Malaysian youth are highly social. Hence we focused on Facebook, where consumers "Like" stuff, to get them to say what they “liked” about Malaysia. This would embed PETRONAS in their minds, especially as they drove home.