We used bus sides to create the impression that a Petronas branded Formula 1 car was driving through the streets. The image of the Formula 1 car was transposed on the bus side with its wheel arches positioned directly over the wheels of the bus. When the bus moves it looks as through a Formula 1 car is driving through the traffic. It is very eye-catching.

The OOH campaign only launched in February 2005. The initial tracking results indicate a significant unaided brand awareness shift from 0% to 4%. The feedback from word of mouth and retailers has been very strong. Lubricant competitors have also called up the media to find out more about the strategy.