Rising fuel prices have triggered cost increases in products and services across the world and in Malaysia. Even though fuel consumption is one of the hottest issues of today, as an industry in Malaysia, very little has been done about solutions to improve bottom lines, environment and efficiency to pledge against fuel price impacts to the economy and businesses.
Globally, Volvo Trucks held its annual Fuelwatch Challenge and the reception from the industry and media used to be lukewarm. FH was tasked with a brief to bring to life this business mission, and at the same time, make it locally relevant to Malaysians through a sustainable communications campaign.
Driver and dealer participation increased from 323 participants in 2012 to more than 600 in 2013, to 850 in 2014 and to 1,100 in 2015. The campaign reached RM1.2 million in earned media for 2014, and the Volvo Trucks Facebook fan base picked up, growing by by 400% during the period.