The launch of Bapco’s branded synthetic engine oils is a challenging task, given the presence of big multinational brands in the kingdom and the relatively low penetration of information amongst car owners.
We are aware that car and truck owners tend to rely on service centers when it comes to changing an engine oil and hence these small and medium sized service centers become our primary target audience. However, if we can penetrate the minds of car and truck fleet owners, we can be assured of taking a sizable market share from the leading multinational brands. It becomes imperative that we consider a two-pronged communication plan involving service / fuel stations and the ordinary citizen.
How will we present the complete Bapco portfolio of engine oils concept reflecting the significance to Bahrain and the region in an exciting manner, that will connect with major service centers, fuel stations, small, medium sized workshops and the people?
How do we drive these brands to our target audience and leave a lasting impression? How do we tap into the minds of the people to ensure top of the mind brand recall?
We have what it takes to create the perfect launch pad for Bapco’s engine oils.
One of the key requirements is to create hype with the brand. We need to increase opportunities to see and communicate the benefits of the brand. We need to take advantage of local preferences and present the brand as ‘Made in Bahrain’. This will not only find favour with Bahraini citizens, but also establish the brand among the thousands of small and medium service centres in Bahrain.
A teaser campaign with a caption ‘Vroom, Vrooom, Vroooom!..” Describes the state of being excited.
In line with the characteristics of the product, the teaser campaign is designed to stimulate the imagination
of the audience to anticipate something exciting coming their way. There are 4 different variants to the teaser campaign, to match the 4 brand variants and to generate more excitement. This concept will be carried across
all media channels including press and outdoor, thereby creating the hype around the brand.
At the end of one week and to coincide with the launch date, a reveal campaign will be created to communicate the benefits of the brand and to establish the ‘Made in Bahrain’ theme. The headline ‘More Power, More Life, More Value’ wraps up the core message. Similar to the teaser campaign, we have created a set of 4 reveal campaigns as well, using the colors of the engine oil variants. These reveal campaign ads will be carried across all media channels.
