Petronas

You know them as the sponsors of one of the most successful F1 teams out there. I know them as premium suppliers of lubricants for heavy machinery and vehicles. 100% less exciting, 200% more vital to our day to day.

Apart from helping with their recent rebrand and working on implementing their new tone of voice across their brand, I also helped them appeal to a less-known part of their business: paper makers.

We needed to curate content targeting four or five of the most important paper mill factory owners in Europe, the Middle East and Asia. So we went with personalised landing pages, emails and direct mailers that could only be accessed by a handful of the highest and mightiest in the paper production world. How’s that for niche?