PETROMIN – FORMULA 1
CASE STUDY | PETROMIN – FORMULA 1
Why: The inaugural Formula 1 Saudi Arabian Grand Prix offered a high number of domestic brands their first real opportunity to align with a truly global event in Saudi Arabia and showcase themselves to a new and vast audience. Petromin, well known and active throughout the Kingdom and the wider Gulf states, were one of these companies. They saw the vast potential of Formula 1 as a marketing tool and brokered deals as entitlement partner of the new Saudi Supercar Club and as official partner of the newly formed Saudi Motorsport Company to work across the range of the burgeoning portfolio of domestic motorsport events.
How: NKrush were tasked with managing these partnerships for Petromin including:
on boarding Petromin to Formula 1 with an extensive toolkit
creating and managing a contractual inventory of rights and benefits
contributing to creative ideation
planning and strategy for the partnership to support partner their KPIs
As the creative lead idea generator for Petromin’s activations and guest experience programmes on all their partner activations, NKrush has taken pride in approaching the account as a blank canvas where we are only limited by our imagination. NKrush has so far created high-level events on Petromin’s very own superyacht, best in class on and off-site events, innovative driving experiences, imaginative content, branding and media amplifying initiatives for Petromin.
Result: These new partnerships have started very successfully and seen Petromin’s brand awareness grow exponentially, seen its advocacy exceed desired levels and given the brand a valuable mouthpiece to communicate with its domestic audience effectively and emotionally. The Formula 1 association has also given the company international credibility, particularly in its automotive sales sector where they are now the exclusive domestic distributor of two Formula 1 manufacturers road car offerings.
