Petronas: Rubber Boy

This case study explains how PETRONAS, an auto fuel retailer, used an emotional short film distributed online and on TV to connect with the Chinese community in Malaysia during Chinese New Year.

Advertiser: PetronasAgency: Leo Burnett MalaysiaCountry: Malaysia

Objectives

Objective of the campaign:

The objective of the Chinese New Year campaign was to leverage the festive occasion in strengthening the affinity for brand PETRONAS and making it a part of Malaysian life.

Communications objective (e.g. Awareness, Image, Attitudes, and Behaviour):

The communications objective was to enhance the image of brand PETRONAS as a true brand for Malaysians. A brand that understands the sentiments of Malaysians and is always by their side through all the ups and downs. Through this campaign we wanted to create a...

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