1) PETRONAS wanted to increase sales of Primax 95 Xtra fuel by 7% without using promotions tied to items of value. They tasked DNA360 with keeping consumers engaged through innovative communication on all touchpoints. 2) DNA360's solution included Kinect games, a microsite, banners and digital content highlighting Primax 95 Xtra's performance benefits from F1 technology. 3) The case study documents several other campaigns by DNA360 including repositioning KLCC as a tourist hub and launching Capital FM radio with an event announcing their target audience as urban women.

1. WORK

2. CASE STUDY 1
AN F1 INPSIRED EXPERIENCE.
DRIVING SALES AND LOYALTY FOR
PRIMAX95 XTRA.

3. TARGET
7% INCREASE IN SALES
Due to KPDNKK regulation which prohibits any promotions that is tied to
RON95, PETRONAS DAGANGAN wanted a strategy that would still fulfill
their sales demand for PRIMAX 95.
With a target of a 7% increase in sales, and not being allowed to use
carrots such as cash, cars, expensive holidays or sought after gadgets,
DNA360 was tasked to keep the less informed consumer engaged and
interested with the brand on a whole new platform. The communication
solutions need to be fresh, innovative, aspiring and able reach the target
markets on every touch points possible.

4. INSIGHT
60% motorists are PETRONAS users, 2/3 of
them are committed.
24% of PETRONAS and 22% of Shell fence
sitters (uncommitted)
are the target audience.
Myth that some cars can’t use Primax 95 Xtra
(i.e., BMW/European, Honda/Japanese)
Competitors are actively going on ground to
engage with consumers
People are not fully convinced with the benefits
of using Primax 95 Xtra
!
!

5. Performance and savings for all cars
formulated through F1 technology
The idea involved taking advantage of PETRONAS’
brand association with F1 and highlighting
the technological benefits of the fuel.
EDUCATE / AWARENESS SWITCH / DRIVE SALES LOYALTY
IDEA
CONVINCE CONVERT RETAIN

6. INTEGRATED SOLUTION
!

7. !
!
!!
KINECT GAME – XTRA DIRT WIPE
A Kinect game specifically designed to show how
PRIMAX 95 Xtra keeps your engine clean.
Players punch dirt before it sticks on the screen.

8. KINECT GAME 2 –
XTRA PERFORMANCE & SAVINGS
The ‘X’ allows you to go further.
Whereas the obstruction like the
luggage uses more fuel hence you
travel a shorter distance.
!
!

9. SFX MICROSITE
!
The
website
have
direct
links
to
social
channels
to
encourage
sharing
The
videos
appear
on
the
home
page
and
is
used
as
an
educational
tool.
A
direct
link
to
9ind
out
how
members
can
redeem
their
points.

10. FLASH ONLINE BANNERS
Page
Take
Over.
The
cursor
becomes
the
pump.
When
placed
over
any
car
the
Primax
95
Xtra
message
pops
up
!

11. EDM / INTRANET / FACEBOOK COVER
!
INTRANET
COVER
EDM
!
FACEBOOK
COVER

12. 450%
14 000 Registered
INCREASE IN
MESRA MEMBERSHIP
120 000
ATTENDED
THE EVENT
23 000
PARTICIPATED
IN ACTIVITIES
1 800 000
TOTAL
EXPOSURE

13. CASE STUDY 3
REPOSITIONING MALAYSIA’S
TOURIST HUB

14. CASE STUDY 3
Insight
In line with the ‘Iconic Malaysia’ Project, we needed to promote the Kuala Lumpur City
Centre (KLCC) precinct to business travellers as a must-visit destination and a one-stop
hub for work, play, shop, visit, and to live. These individuals need a quick reference point
before travelling to Malaysia, whether by themselves or their families. Online search is
usually their first source of inspiration and their first step in their journey.
Idea
‘Malaysia’s Iconic Experience’ was about repositioning the brand and creating a one-stop
online portal that inspired. Highlighting all the iconic experiences you would have with the
13 attractions, reflecting the same awe that every visitor feels when they see the KL Twin
Towers for the first time. We integrated the website with new on-ground digital information
kiosks, offering a consistent and seamless experience. Search engine optimization and
marketing was used to direct traffic to the site.
Impact
Online visits to the new portal increased by 40% as compared to the previous website,
paving the way for Phase 2 of the project which will see enhanced and dynamic
engagement between retailers

15. KLCC VIDEO

16. CASE STUDY 3

17. CASE STUDY 4
A GAME CHANGER :
EDUCATING THE NEW MOBILE
GENERATION

18. PETROSAINS VIDEO

19. OTHER WORK

20. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK07
Insight
PEMANDU wanted to officially launch the Economic Transformation Programme, with the sole purpose of
educating the general public on the conscientious efforts of the Government to better the economy
throughout 12 sectors ranging from education, healthcare, wholesale and retail, through to tourism and palm
oil.
Idea
Know Malaysia’s Roadmap – It was a simple call-to-action campaign for Malaysia to understand the details
of the programme. An Open Day was held at Kuala Lumpur, Kuching, and Kota Kinabalu. A book was
designed that outlined the whole programme and told the story of Malaysia’s financial future.
Impact
Target number of visitors to each event: 9000
Actual number of visitors to each event: 13,000++

21. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK07
The ETP book launch on 25 October 2010 marked the kick-start to the 131 Entry Point Projects that would
propel Malaysia to achieve high income status by 2020. The book, which comprised of 637 pages, was
conceptualized, designed and executed by DNA360. The company also consulted and creatively managed
the launch

22. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK
The ETP book
design

23. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK

24. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK
Insight
CAPITAL FM wanted create an event to announce the launch of the station and to reinforce its positioning :
Radio station for the urbanite women
Idea
There’s a new woman in town. She’s : The Capital Woman.
Impact
Creating a strong pull factor with online and on ground engagement, the numbers of participants and
attendees exceeded the targets by 15%.

25. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK
Official Launch

26. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK
Event
Collaterals

27. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK
Event
Collaterals

28. www.dna360.com.my
WHAT WE HAVE DONE SELECTION OF OUR WORK07
Event
Collaterals

29. THANK YOU