The Government-owned corporation has been trying to shake off a sleepy, old-fashioned image in response to competition from Shell, the Anglo-Dutch giant that is fast expanding its chain of modern, well-kept petrol stations in Southeast Asia’s largest country.
Besides Optimedia, four other agencies, including Hotline, Mediate, Webmedia and Hakuhodo were shortlisted for the account. The news came two months after the company had handed its creative business to Cabe Rawit Pariwara.
Pertamina’s petrol stations are usually leased to private owners, and last year the company had launched a certification programme called Pasti Pas to improve its services. A campaign had been launched to educate the station owners with the view to them signing up to Pasti Pas.
The new campaign will also address this issue and encourage owners of petrol stations to modernise their services by including accurate pumps and offer better service. Currently, 953 petrol stations in 70 cities are participating in Pasti Pas programmes and the company aims to operate 1,000 stations by the end of the year.
Observers say the image of Pertamina’s petrol stations is crucial to the company’s competitiveness, especially since Shell has managed to open 19 high-end stations in the country since 2006.
Pertamina Pas works to shake off old-fashioned image
SINGAPORE - Indonesian oil giant Pertamina has chosen Optimedia to handle its US$9.5 million media business for its Pertamina Pas non-subsidised petrol station brand.
