How Creative Can the Biggest Oil & Gas Company Be?
- Feb 10
- 1 min read
Beyond Fuel: How Aramco Turned Formula 1 into a Marketing Masterclass
Anthony Miyazaki developed an approach called “The Distribution Approach to Marketing Exchange.” It demonstrates four main pillars, or what I would call it a mindset any seller should think about before selling their products. These are Innovation, Compensation, Information, and Transaction Costs.
The Distribution Approach to Marketing Exchange Explained
Innovation is the benefit or experience the buyer gets from the seller. Compensation is the value the seller gets from the buyer in addition to money. Transaction Costs are how much it costs the seller to get the product in front of the buyer and how much it costs the buyer to access this product.
The last one is Information, which is product information, but the example I will share with you is not just a regular way of listing product information or features.
How Aramco Used Formula 1 to Showcase Lower-Carbon Fuel Performance
Aramco, the biggest oil and gas company in the world, used F1: The Movie to showcase product information very creatively through real-life and in-action performance of the lower-carbon fuel for Formula cars. I quote the Senior Vice President of Technology Oversight and Coordination: “Aramco were part of making the action as real as possible.” This is a genius way of promoting product features. I mean, what can be more authentic than a real-life example?
