Petronas is Malaysia’s state-owned energy provider and it is the only Malaysian company to be listed in the FORTUNE Global top 500 companies.
Its lubricants division, Petronas Lubricants International (PLI) in association with M&C Saatchi has recently launched a global brand campaign for its flagship product Syntium. M&C Saatchi is responsible for the creation and development of the overall campaign.
The campaign features a 30-second TV commercial that is currently being aired across Astro and Malaysian terrestrial TV channels, radio, print ads and digital initiatives although a quick search of ‘Petronas Syntium’ on Facebook and twitter uncovered zero activity.
And of course, as with any traditional creative driven campaign, there will be lots of below-the-line collaterals.
Costing only about US$350,000 (RM1,000,00) which includes production costs and execution, the campaign has launched in Malaysia and will be pushed out across PLI’s key markets including China, Thailand, Italy, South Africa, India and more. It’s not known if that amount includes the campaign execution across all countries.
M&C Saatchi states that ‘the new Syntium brand campaign was produced using state-of-the-art CGI animation with the core message of the ads reflecting PLI’s fresh approach towards knowledge and technology – Fluid Technology Solutions’.
Do consumers still pay attention to traditional campaigns like this one that haven’t really changed since the 1960s? I know it includes social media but there doesn’t appear to be much going on online. So it’s a yet more noise and clutter to add to the deafening noise consumers are ignoring.
Although I haven’t seen any of the TVC’s, print ads or heard the radio ads I’m sure they will be very well executed and the cutting edge CGI animation will blow me away but the question has to be, will it sell more oil?
I value your comments and thoughts on this issue.
brandconsultantasia.com 
“the new Syntium brand campaign was produced using state-of-the-art CGI animation” Yeah, right! I thing he is talking about this one http://pli-petronas.com/media/ad.aspx….
They just stole Ideas, Camera movements, the course of action etc from this one: http://www.youtube.com/watch?v=2bxKl_r-NRo
and this one is 4 years old! “state of the art” right!
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I think it goes back to the fact that, most local retailers of the brands ask for immediate attention from the public and forget the fact that attention does not equal to sales.
It’s always about low budget and immediate attention, which is exactly what advertising does.
Thus, advertising is not really a wrong step I guess, you just need to have your sales team to follow up the attention gained from your creative campaign, assuming it does gain attention from the right group of people.
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