Playing a valuable part in winning both the Constructors’ and Drivers’ Championships in 2014 handed PETRONAS the perfect platform to broadcast their contribution and success – and that’s when we came on board.
Wealth of F1 experience
HPS Jardine combined its knowledge of the F1 arena, technical understanding, paddock relationships and media connections, along with its expertise in sponsorship activation and producing digital content to engage media, customers and the public.
We launched a range of initiatives such as the PETRONAS Preview, a fact-packed digital stat sheet distributed to key media targets including over 300 permanently accredited F1 media. We maximised content generation opportunities with the team and ambassadors, Lewis Hamilton and Nico Rosberg, resulting in an average follower increase of 30% for PETRONAS across social media.
HPS Jardine were also pivotal in delivering an end-of-season ‘Winning Formula Experience’ in Kuala Lumpur attended by more than 20,000 people. The event featured appearances by newly-crowned triple World Champion Lewis Hamilton and Team Principal, Toto Wolff, as well as the PETRONAS Trackside Laboratory; a Pit Stop Challenge and VR experiences.
PETRONAS-specific, broadcast coverage that resulted from our campaign included features on Sky Sports (UK, Italy and Germany); RTL (Germany); NBC (America); BeInSport (Middle East and North Africa) and The Star (Malaysia & South East Asia).
PETRONAS, THE MALAYSIAN-OWNED GLOBAL ENERGY PROVIDER, CHALLENGED HPS JARDINE TO FIND NEW WAYS TO MAXIMISE VALUE FROM ITS TITLE PARTNERSHIP WITH THE MERCEDES AMG PETRONAS FORMULA ONE TEAM.
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