PETRON PASTI OK
8. Brand Experience & Activation Kancils [8.10 Best use of Cultural Insights in Brand Experience & Activation]
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Links:
Product/Service:
FUEL
Client:
PETRON FUEL INTERNATIONAL SDN BHD
Brief:
When the government announced a targeted fuel subsidy, Malaysia erupted in noise.
Opinions. Anger. Confusion.
But Petron saw something else - silence.
The hesitation between sentences.
The uncertainty behind smiles.
The questions that no one dared to ask.
Our research revealed a truth most brands missed:
People weren’t looking for more explanations.
They were looking for assurance.
Not to be spoken to, but to be understood.
Solution:
So we decided to listen.
With our eyes, our hands, and our presence on the ground.
Through thousands of station attendants.
Through the communities that trusted us every day.
And from that listening came a simple idea:
Reassurance should be universal.
We called it Pasti OK.
A message everyone could understand and see.
We adopted the official Malaysian Sign Language for “OK,”
embedding it in every touchpoint.
Then we brought the message to life through music —
partnering with artist MimiFly to create the Pasti OK Anthem,
a song that could be sung, signed, and shared by anyone.
But the real work didn’t happen in front of cameras.
It happened across our stations, where thousands of Malaysians came to fill up, ask questions, and be heard.
In a moment when the nation was loud,
Petron chose to be quiet.
To trade noise for understanding.
Because reassurance isn’t about saying more.
It’s about meaning what you say.
Petron. Pasti OK.
