Cracking The Code On Legacy Marketing With Zero Legacy Assets: 6.1x ROAS, 86k Leads

The Challenge

Petromin, a leader in the Saudi automotive aftermarket, faced a significant challenge as the category became commoditized. New, low-cost competitors were competing almost exclusively on discounting, which drove switching and eroded brand differentiation. The company's original plan was to create a simple heritage film for their 25th anniversary, but they lacked legacy footage. The challenge became how to reframe the anniversary without historical assets, defend market leadership in a discount-driven environment, and deliver measurable growth.

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The Objectives

The campaign had two main objectives:

1. Business Objective: Deliver SAR 5 million in incremental revenue with a return on ad spend (ROAS) of 4+.
2. Marketing Objectives: Acquire over 50,000 new leads with a conversion rate of at least 10%. The campaign also sought to increase brand awareness by 5 percentage points and trust by 3 percentage points.

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Our Strategy

The core strategic idea was to pivot the 25th anniversary from a symbolic milestone to a commercial growth driver. The campaign leveraged the insight that in Saudi culture, longevity is a proof point for reliability, and 25 years signals continuity and leadership. While competitors focused on short-term price promotions, the strategy centered on the fact that families valued trusted service providers over discounts. With no access to legacy footage, Petromin reimagined its history using AI storytelling, turning a constraint into a differentiator. The heritage was reframed as proof of trust, delivered in a modern format that resonated with family decision-makers and inspired younger drivers.

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The Execution

The campaign, titled "25 Years of Trust," was launched within just 10 days from brief to market.

• An AI-powered hero film was launched across social and digital platforms to maximize scale, engagement, and lead generation.
• The campaign was scaled using bilingual AI-generated statics, animations, reels, and carousels.
• Key Opinion Leaders (KOLs) were used to drive mass consideration.
• Out-of-home (OOH) advertising provided a nationwide presence to reinforce national leadership and trust.
• Retail activations were implemented to convert awareness into service visits, closing the loop from awareness to conversion.
• Budget allocation was optimized in real time toward channels with the highest ROAS, ensuring efficiency.

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The Results

The campaign delivered measurable impact with unprecedented efficiency, resulting in Petromin’s most successful campaign to date, both in revenue delivered and new customer acquisition.

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The Campaign Delivered

SAR 5.72 Million

in incremental revenue, exceeding the target and achieving a ROAS of 6.1.

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Marketing Results: The campaign generated

86,182 leads (+178% vs. target)

Brand awareness increased by 6 pp and trust by 4 pp, both above their respective benchmarks.

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The Impact

" The Petromin Express 25th Anniversary Campaign was one of our strongest yet, achieving impressive results and a remarkable ROI. We were especially pleased to see a ROAS of 6.1 — higher than previous activations — and a +178% over-delivery on leads generated. The dedication, responsiveness, and strategic approach from the Platformance team played a key role in this success. Their continuous support and commitment to optimizing every detail made a real difference. We truly value this partnership and look forward to building on this momentum together in future campaigns."

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Saima Sharif

" The Petromin Express 25th Anniversary Campaign was one of our strongest"