The agency saw off incumbent BatesAsia and local shop Sil Ad to clinch the business. TBWA pulled out of the pitch to focus on the Malaysian Airlines review.
The account could lead to additional assignments at the Sepang International Circuit, such as the SuperGT Championship in June and the World Motorcycle Grand Prix in October.
The brief is to revitalise the Malaysian Grand Prix's popularity that, now in its seventh year, has begun to fade. The first Malaysian Grand Prix attracted 78,000 spectators and earned Malaysia US$130 million. The second lost $4 million and ticket sales have been even more sluggish this year.
"The Grand Prix has been losing audiences as people have lost interest over the years - many now prefer to watch it on TV," said Lara Hussein, managing director of M&C Saatchi Malaysia. "Our strategy - which won us the pitch - is based on the premise that nothing can beat the experience of being at Sepang."
The campaign will target F1 fanatics, people who would rather watch the event on television and those who have never been. Print, TV, ambient, poster and online advertising will be used to target both domestic and international audiences.
A greater emphasis will be placed on tactical advertising to drive ticket sales as the day of the race approaches. The campaign will break in February. Ticket prices have been halved for this year's Grand Prix (from RM100 to RM50 per ticket).
