Results and Effectiveness

• 3150 photographic entries in 3 weeks • 40,586 new Facebook fans • Over 4000 comments and shares, increased understanding of Reimagining Energy • 750 students trained at 7 schools and 3 colleges • Earned media worth USD 350,000 across 16 newspapers, national TV channel, Facebook, twitter, and 50 bloggers • Increase in brand affinity amongst Chinese: 19% (online tracking) • Increased visitors to Galeri by 15%, with significant Chinese audience • ROI of 4.61 Clearly, the PETRONAS CNY campaign “clicked!”

Creative Execution

Reimagining Energy Photography called for photographs that depicted human energy at CNY. Executed across multiple, intertwined media: Mass media: Partnering Sin Chew, leading Chinese newspaper: 1. contest announcement 2. editorials on photography to sustain interest over 2 months 3. featured good submissions during the competition to keep momentum On-ground: Working with Leica, we enhanced competition's credibility. Thanks to Sin Chew’s access, we ran workshops, conducted by leading photographers, in schools and colleges, to transfer knowledge and encourage participation. Judging was conducted by Leica+client panel. Online: A customized Facebook app allowed users to enter their work. Viewers could see the submissions gallery (entries moderated every 4 hours to keep it fresh). Users could vote their friends’ pictures for daily winners. Online advertising boosted awareness, and some photographic submissions featured in ads to create more excitement. Finale: Finalists, winning entries were exhibited at Galeri PETRONAS. This recognition was a big pull factor.

Insights, Strategy and the Idea

Chinese New Year (CNY) is a time of joy and family bonding. For the Chinese community in Malaysia it holds great significance. With its new brand tagline, “Reimagining Energy”, PETRONAS, the national oil company wanted to reach out to this community and connect in a meaningful way that illustrated the brand’s values and sincerity. The brand stands for talent development and knowledge transfer: how could that be brought alive? Our insight: Chinese Malaysians are into photography. Sales of cameras are growing 50% per year, and over 1 million Malaysians visit photo sites every month. We devised a unique, first of its kind photography contest, to capture the human energy at CNY. Winners would have their work displayed at the prestigious Galeri PETRONAS. We hosted it on Facebook, to reach the youth, and to encourage sharing. We entered schools and colleges, with newspaper partners, to provide photography education.