Challenge

Highlight PETRONAS’ commitment to nurturing talent, promoting STEM subjects and its sustainability initiatives through its title and technical partnership with the Mercedes-AMG PETRONAS Formula One Team.

Solution

UTP, a leading private university and wholly owned subsidiary of PETRONAS, located in the north of Malaysia, was identified as the ideal opportunity to showcase PETRONAS and its partnership with the Mercedes-AMG Formula One Team, through a visit from Lewis Hamilton ahead of the Australian Grand Prix. 

Working collaboratively with PETRONAS business units and the Team, Crunch managed all aspects of the event, from planning and logistics to messaging and production management. During his visit, Lewis Hamilton toured the expansive location to learn about its sustainable credentials and the R&D facilities based at the university.

Hamilton then met with alumni of the PETRONAS internship, who had recently returned to the university following their placement at Team HQ in Brackley. The day concluded with an exclusive Q&A session, which 2,000 current UTP students and graduates attended.

Throughout the day, content was captured in both static and video format for use across the PETRONAS Motorsports social media channels, alongside Team channels - creating an opportunity for both new and existing audiences to further understand the work that PETRONAS was doing to nurture future talent within Malaysia, and its position as a leader in the development of sustainable fuel technology.