This ad campaign for Liqui Moly was for a new high tech engine oil that can also be used for Asian cars. The misconception in Asia was that oils by the German brand Liqui Moly can only be used for European cars. Since there is a huge market in Asia for Japanese cars, we targeted people who drive Japanese cars.
It is very easily noticeable that this ad portraits many Japanese elements, such as the mount Fuji, Sakura blossoms, temples and a Japanese looking car. The connection to the Japanese culture is immediately established.
To make things more clear, we added the title "My First German Oil". A Japanese car using German Oil? Misconception eliminated!
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