Shining a light on PETRONAS technology through F1 sponsorship

The Pengerang Integrated Complex (PIC) is the largest of PETRONAS’ downstream investments in Malaysia, a symbol of the company’s passion for progress and its commitment to being at the forefront of technology and innovation across the energy value chain.

Client brief
PETRONAS wanted to showcase the PIC facility and highlight its technical capabilities to a global and F1 audience. In addition, the activation was required to engage internal stakeholders at the PIC to boost employee awareness about PETRONAS’ involvement and success in motorsports, and to instil a feeling of shared success among PIC personnel.

Mercedes-AMG PETRONAS Formula One Team Driver, Valtteri Bottas, was invited for a one-day visit of PIC ahead of the Singapore Grand Prix. The full-day programme was designed to incorporate both internal stakeholder engagements and an opportunity to capture content designed for a global audience.

For the internal stakeholders, Valtteri took part in a hosted conference about the F1 partnership with a meet and greet session, followed by on-site Hot Laps in a Mercedes-Benz AMG E53 for select senior management.

The second half of the appearance focused on capturing content to showcase PIC to a global audience. Valtteri was given an access-all-areas site visit by one of the facility’s senior management, and the tour uncovered the shared synergies between PIC’s operations and the ethos at the Mercedes-AMG PETRONAS Formula One Team. Once edited and approved, the content from the visit was distributed across owned, team, driver and partner social channels, as well as to a global F1 audience.

The six-hour activation resulted in:

  • +250 staff and stakeholders hosted at private Q&A & hot laps event
  • +£8M media value achieved across broadcast, print, social & online
  • +297M cumulative total media reach across all markets
  • Top 5 markets reached: China, USA, Brazil, Canada, Mexico (excl. Malaysia)
  • +3M total views of hero social media content

The success of this activation has set a benchmark for the promotion of PETRONAS’ sites of significant investment and has opened up internal exploration into projects and stories PETRONAS would like to showcase moving forward.

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