Petronas lubes up for global push

PETRONAS LUBRICANTS     BRAND CAMPAIGNS     M&C SAATCHI

Global - Petronas Lubricants International (PLI) has rolled-out a global brand campaign for its flagship product Syntium with M&C Saatchi responsible for the creation and development of the overall effort.

Comprising radio spots, a series of print ads, digital executions as well as below-the-line collaterals, the effort is set to broadcast across PLI's key markets in over 22 countries worldwide such as Malaysia, South Africa, China, Italy, Thailand, India and more.

A 30-second TV commercial was released locally on 6 January and is currently being aired across Astro and terrestrial channels.

According to the creative shop on the account, 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.

Scheduled to run throughout the entire year, the effort is in line with the oil company's Formula One sponsorship as the official technology partner of the Mercedes GP Petronas Formula One team. The brand has been the squad's Syntium engine oil supplier since the last racing season. 

Zenith Media was the media agency which handled the media planning and buying duties for the campaign.

M&C Saatchi is slated to retain the task of developing PLI's total brand for 2011.

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