Nulon has launched the latest iteration of its Born This Way platform, launching its new oil range Nulon APEX+ via independent creative agency, Edge.
‘The Apex’ showcases Nulon’s focus on innovation in a way that appeals to all automotive consumers, highlighting the brands ‘relentless pursuit of improvement’.
The campaign features Nulon ambassador and stunt driver Matt Mingay of STUNTZ inc., who was asked to beat his track lap personal best time by racing his 950hp Chevrolet Camaro SS against a drone-projected laser programmed to challenge him to his best ever performance.
Tom Murray, Nulon’s channel marketing manager commented: “We are really proud of this work. Our brand ethos is all about doing things differently to the competition, innovating and not following category convention – so we needed an execution that brought that ethos to life whilst also (obviously!) shifting some oil. The Edge team responded well to this challenge with an idea that tells an innovation story in very different way.”
Working with Heliguys to bring this Australian-first concept to life, the campaign consists of a 60-second brand video, social, digital and TV.
Richard Parker, executive planning director at Edge said: “Our research showed that one of the main reasons people change their own oil rather than entrusting the job to a mechanic is so that they can be confident that the oil they choose means their car will reach maximum performance, every time. We wanted to get these people excited about Nulon’s new generation of engine oils with a fast-paced brand film that showcases the product under peak driving conditions.”
Credits
Client: Nulon
Channel Marketing Manager – Tom Murray
Motorsports & Events Coordinator – Chris Dawe
Creative & Media: Edge Sydney
Executive Creative Director – Simon Langley
General Manager – Nicole Gardner
Executive Planning Director – Richard Parker
Senior Art Director – James Gillespie
Senior Copywriter – David Arns
Senior Designer – Waiton Fong
Director – Harry Roth
Producer – Grace Sheridan
Senior Account Director – Alice Sherrah
Associate Planning Director – Yanni Kyriacos
Media Director – Ryan Johnstone
Production Partners
Director of Photography – Joel Egan
Drone Team – Heliguy
Key Grip & Vehicle – Richard Allardice, Motorcrane
Lighting – Two Suns Lighting
Colourist – Matt Fezz
Online – Kenneth Zeng
Sound Design – Tone Aston, Rumble
VO Artist – David Field
Stunt Driver – Matt Mingay, STUNTZ inc