Petronas

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Petronas Background In 1996, Petronas was already the most successful company in Malaysia. However, success came at a price as the average Malaysian felt no affinity with the brand, seeing it as aloof and distant. On a retail level, Malaysians preferred the international brands as they perceived local brands to be inferior especially the ones they had little or no connection to. The challenge for us was to make Malaysians feel good about their own national oil company What we did Once again we committed to a brand proposition with the client whereby for all the energy (oil) taken from the country Petronas will return the same amount of energy to its people by inspiring and encouraging them to be better Malaysians. The various festivals are used to reinforce the fact that Petronas “knows us Malaysians” and knows what’s important in life – family, humility, tolerance, forgiveness… The results In 2002, we won the worldwide Vision Award for Petronas and in 2003, Petronas was nominated again as finalist for the same award. This is the recognition given to any ad or campaign that best exemplifies the Leo Burnett vision – “We create ideas that inspire enduring belief.” But our best award/reward comes from Malaysians themselves, acknowledging our work and Petronas’ effort to give back to the nation.