| Title | PETROL PUMP PILLARS |
| Brand | PETRONAS |
| Product / Service | PETRONAS PRIMAX 95 XTRA |
| Category | A03. Best Use of Outdoor |
| Entrant | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
| Entrant Company: | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
| Advertising Agency: | LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA |
| Media Agency: | ZENITH MALAYSIA Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Eric Cruz | Leo Burnett Malaysia | Executive Creative Director |
| Zaidi Awang | Leo Burnett Malaysia | Creative Director |
| Jerome Jambu | Leo Burnett Malaysia | Art Director |
| Onn Abdullah | Leo Burnett Malaysia | Art Director |
| Najman Syah | Leo Burnett Malaysia | Art Director |
| Zaidee Zainal | Leo Burnett Malaysia | Copywriter |
| Natalie Foong | Leo Burnett Malaysia | Account Director |
| Andy Ng | Leo Burnett Malaysia | Senior Account Executive |
| Damian Xavier | Leo Burnett Malaysia | Account Executive |
This demonstrated how easy it was to fill up with PETRONAS Primax 95. It was as easy as engaging in Malaysia’s favorite pastime – going to shopping malls. Shopper were amused by what they saw, and many shared photos which were uploaded onto Facebook. Thus, spreading the campaign further than initially planned.
To gain presence away from the usual cluttered mediums, pillars at parking areas were disguised to resemble PETRONAS pump islands. These were placed at busy shopping complexes in the Kuala Lumpur area with directions to the nearest PETRONAS station.
Due to fierce competition, PETRONAS had to protect their market share by reminding motorists to fill up with PETRONAS Primax 95. The target of this campaign were fence sitters. Non-loyalists who were not easily swayed by promotional or product advertising. They often switched brands and filled up at the most conveniently located petrol station.