F1 sponsorship activation for PETRONAS

Client brief
Crunch was brought on-board to provide strategic guidance to PETRONAS to formulate, generate and deploy its F1 sponsorship strategy, support the brand’s motorsport digital output and presence (social and content) & propose and manage measurement of the sponsorship.

Since the relationship began, Crunch has worked closely with Mercedes-AMG PETRONAS Motorsport to devise ways of working to enable the agency to be the sponsorship management hub and trouble-shoot problems and deliver activations across the board.

Within the first month of the project we hosted the PETRONAS President & Group CEO on his visit to the Austrian GP and coordinated and managed a Malaysian media trip to Silverstone. This involved hospitality management as well as content creation, copyrighting and key visual creative design in order to announce the partnership renewal.

2018 was a record-breaking year in which PETRONAS delivered more value, efficiency and exposure results than ever before.

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