OBJECTIVE: BP’s Visco oil keeps engines 30% cleaner than other lubricants. We needed to develop a campaign that promoted this messaging and charmed motorists into trial, but did not use any traditional, crowded channels.
INSIGHT: Being set in a location that is 80% desert, Dubai is a pretty dusty place. Motorists’ cars are constantly dirty and covered in a layer of sand. For them, keeping their car clean is a constant battle.
ACTION: The dusty hoods of the cars across Dubai provided the perfect canvas to demonstrate BP Visco’s clean effect on engines. We developed stencils that allowed us to brush out the silhouette of an engine and our message on the hoods of cars across the city, turning the vehicles into eye-catching mobile billboards. We followed up with flyers offering 30% off their next Visco oil change.
REACTION: In a city with high media costs and strict advertising regulations, the campaign caught the eye of motorists and the international blogging community. With widely increased brand awareness the campaign delivered an immeasurable ROI for only a few hundred dollars. The campaign was awarded the Direct & Sales Promotion Grand Prix at the 2010 Dubai Lynx Awards.