Oil brand Nulon has gone where few marketers are willing to tread and embraced the tyre-burning antics of committed rev-heads.
The social media-driven campaign, created by creative agency Edge and retail marketing consultancy Retail Oasis, targets passionate car enthusiasts and modifiers, using footage of cars drifting, doing burn-outs and revving their engines along with shots of people working on their cars.
Running with the tagline ‘Born This Way’, the campaign features a two-minute hero commercial along with a 30 and 15-second version and will be seeded through social media and selected websites.
Nulon general manager, product and marketing, John Simons, said the brand was looking for a new way to connect with consumers.
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“This campaign represents a radical change in marketing strategy for Nulon,” Simons said.
“We’ve zeroed in on the audience that really matters to us, and we’re creating content that resonates with them emotionally – using digital channels to get it in front of them exactly when and where it will have the biggest effect.”
Edge senior art director, Chris Stewart, said the style of the campaign was “unapologetic”.
“‘Born This Way’ is a massive departure from the forms of communication we are used to seeing in this category,” Stewart said.
“We want to show authentic, real and relatable stories rather than a CGI horse jumping out of the bonnet of a Ferrari. We want people to know this is Nulon and no other.”
Credits:
- Creative Agency: Edge
- Brand strategy: Retail Oasis
- Senior Art Director: Chris Stewart
- Copywriter: Dani White
- Brand Strategy: Pippa Kulmar and Steve Kulmar (Retail Oasis)
- Digital Strategy: Richard Parker
- Account Director: Meghan Winger
- Senior Account Manager: Kenny McLeod
- Production Agency: Where There’s Smoke
- Directors: Mark Blondel & Marcus Hamill
- D.O.P: Tim Tregoning
- Producer: Henry Richardson
- Editor: Mark Blondel
- 1ST AD: Toby Churchill Brown
- 1ST AC: Christian Luxton
- 2ND AC: Drew English
- Production Manager: Kate Richie
- Gaffer: Matt Russell
- Grip: David Griffiths
- Sound Design & Composer: Uncanny Valley
- Colour Grade: Matt Fezz
- Stills: Scott Lowe
- Drone Operator: Cam Batton