Social Mixer 2024 Singapore
marketing interactive Content360 Singapore 2024 Content360 Singapore 2024
marketing interactive

It's time to give back to your bike, says Total

share on

International oil and gas company Total has launched a new campaign carrying the message “Time to Give Back to Your Bike”. The campaign aims to build awareness and brand affinity in Vietnam’s crowded engine oil market.Total wanted to raise the profile of its Total Hi-Perf Engine Oil among the country’s young adults with a campaign that would still appeal to older consumers, too. Together with its agency Mirum, it created a digital campaign supported by a street activation to bring bike owners into stores.The campaign kicked off on July 3 with online film about man’s life journey; where he's seen buying his first bike, driving off with his newlywed wife, bringing baby home, struggling through muddy roads in the pouring rain, pulling in with big ticket items to expand the family home, and finally, giving a bottle of Total Hi- Perf Engine Oil to his now-grown son to put in the bike, then handing him the keys.Watch the video here:https://youtu.be/fy_3rKGZ4TUAfter the film was launched, a squad was deployed to large parking lots in Ho Chi Minh City, Hanoi and Danang from July 4 to August 9 to check out the odometers, and leave gift vouchers and balloons that read “Give Back to Your Bike” on 20,000 bikes that had clocked over 20,000 kilometres.“The motorbike lubricants market is very crowded and competitive, but most of the communications focus on functionality or price.  We saw a chance to build a more emotional connection with young Vietnamese.  The films aims to touch people’s hearts, and get them talking about Total and sharing across social channels.  The activation targeted people whose bikes had already done some long hard yards and connected them back to the film, which has really hit home,” Emilie Veillon, group creative director at Mirum Vietnam.“In a saturated and very functional market as lubricant, an emotional approach was risky, but we felt it represented an opportunity to create and take a territory not held by competitors. We’re excited to help Total to become a market challenger and excited to see how far we can explore this new territory,” Ly Viet Vu, managing director, Mirum Vietnam, said.Campaign Credits:Client, Total Vietnam: Hong Nhung Le, Hong Duc Chau.Group creative director : Emilie VeillonCreative director : Kevin FrotDirector : WedothatstuffProduction house: Echo productionExecutive producer: Yann WilliotStrategic planner : Anh PhanCopywriter: Chieu PhamAccount: Julie Do Huu Tin, Phuong Pham.

share on

Follow us on our Telegram channel for the latest updates in the marketing and advertising scene.
Follow

Free newsletter

Get the daily lowdown on Asia's top marketing stories.

We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.

subscribe now open in new window