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.
We found that the celebration of Chinese New Year was becoming associated with materialistic things, especially among the younger generations. There was a need to remind them that the true CNY celebration is with their most precious possession – Family. In this campaign, we have tried to remind people of this human value, a value that PETRONAS has always believed in – making the bonds of Malaysian family stronger.
This thought was conveyed to the Chinese community (primary TA) and mass Malaysians (Secondary TA) through a marketing mix that involved Web film, TVC, Cinema hall advertisement, Digital Marketing and Internal Communication.