Automotive - Aftermarket
Gasoline, motor oil, tires, batteries, paint, quick-lube, oil change, muffler, transmission, etc.
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PROGRAM
1990 SILVER
Grind
As smaller cars have become the norm, Castrol motor oil has consistently protected its position of "Engineered for smaller cars" by identifying unique and consumer meaningful benefits for the brand. Each of these has addressed a specific consumer need as determined through market research: e.g. helps engine wear, holds up/does not break down. The benefit of wear as exemplified in "Grind":30 provides Castrol a meaningful extension of its performance positioning in a framework consistent with the brand's heritage. In combination with thermal/viscosity breakdown, wear exemplifies the threat of imminent engine failure and its effect over time, as such it represents another relevant benefit in Castrol's long term positioning.
Brand:
Castrol
Client:
Castrol
Agency:
Scali, McCabe, Sloves, Inc.
Language:
English
1990 BRONZE
Mobil Oil
Objectives were to: 1) Promote usage of Mobil 1 instead of conventional motor oils. 2) Increase sales volume of all Mobil motor oils. 3) Promote positive brand perceptions of Mobil as a technological leader in the petroleum industry.
Brand:
Mobil Oil
Client:
Mobil Oil Corporation
Agency:
DDB Needham Worldwide, Inc.
Language:
English
FINALISTS
Sunoco
Fuel Your Best
Mobil Colombia
De Camioneros A Protagonistas De Novela
Mobil Colombia
Somos Imparables
