International oil and gas company Total has launched a new campaign carrying the message â€śTime to Give Back to Your Bikeâ€ť. The campaign aims to build awareness and brand affinity in Vietnamâ€™s crowded engine oil market.
Total wanted to raise the profile of its Total Hi-Perf Engine Oil among the countryâ€™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 manâ€™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:
After 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 â€śGive Back to Your Bikeâ€ť on 20,000 bikes that had clocked over 20,000 kilometres.
â€śThe motorbike lubricants market is very crowded and competitive, but most of the communications focus on functionality or price.Â We saw a chance to build a more emotional connection with young Vietnamese.Â The films aims to touch peopleâ€™s hearts, and get them talking about Total and sharing across social channels.Â 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,â€ť Emilie Veillon, group creative director at Mirum Vietnam.
â€śIn 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. Weâ€™re excited to help Total to become a market challenger and excited to see how far we can explore this new territory,â€ť Ly Viet Vu, managing director, Mirum Vietnam, said.
Client, Total Vietnam: Hong Nhung Le, Hong Duc Chau.
Group creative director : Emilie Veillon
Creative director : Kevin Frot
Director : Wedothatstuff
Production house: Echo production
Executive producer: Yann Williot
Strategic planner : Anh Phan
Copywriter: Chieu Pham
Account: Julie Do Huu Tin, Phuong Pham.