PETRONAS + AMG

TitlePETRONAS + AMG
ClientPETRONAS
Product / ServicePETRONAS MOTORSPORTS
EntrantLEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA
Entrant Company LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA
Advertising Agency LEO BURNETT ADVERTISING Kuala Lumpur, MALAYSIA

The Campaign

PETRONAS and Mercedes-AMG were about to take their partnership to the next level by developing their first car together: the A45 AMG. We were tasked to announce their partnership in a compelling way. Looking at the two brands, one thing was clear. PETRONAS stood for liquid engineering at its finest, while Mercedes-AMG stood for everything there is to love about metal in motion. And that’s how Liquid and Metal in Action was born.

Success of the Campaign

The campaign piqued the interest of influential automotive bloggers and even Mercedes-AMG, as they posted the films on their own Youtube page. With all the additional coverage, we not only got the nation talking ¬– we got the world talking. PETRONAS was no longer seen by the world as a mere sponsor, but a serious partner of one of the most revered brands in high performance engineering. A true force in the industry, both on and off the race track.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First, we got people to put liquid and metal to work for themselves, with an interactive wall in our largest shopping malls. We then shocked the online community with news reports of strange sightings in Stuttgart, the birthplace of all AMG machines. Once we had set the tone, we aired a high-octane teaser film featuring glimpses of the A45 evading an army of drones through the streets of Stuttgart. Then came the launch film, where we revealed the soul behind the car: Syntium 7000, PETRONAS’ flagship engine lubricant. Featuring an alien disguised as a janitor, in an attempt to get his hands on it, it was now made clear that their technology wasn’t just sought after by the world, but by the entire universe.

Credits

Name Company Position
Paul Prabhakar Leo Burnett Kuala Lumpur Creative Group Head
Azeril Johari Leo Burnett Kuala Lumpur Copywriter
Leon Jala Leo Burnett Kuala Lumpur Copywriter
Chan Hock Liang Leo Burnett Kuala Lumpur Art Director
Heng Yik See Leo Burnett Kuala Lumpur Art Director
Iska Hashim Leo Burnett Kuala Lumpur Creative Director
Eric Cruz Leo Burnett Kuala Lumpur Executive Creative Director