New updated work: Riding stronger
The theme of Ride Strong within the region has surpassed the expectations and has broke down barriers and borders from an only regional communication (Singapore, Malaysia, Thailand, Indonesia, Philippines, Vietnam, Pakistan) to now a fully global embracement of the concept (in Egypt, Columbia, Sri Lanka and India as well). With double digit percentage growth year on year for two consecutive years running, the clients had us build more equity with and milage with the theme of Ride Strong and Ruling Your Engine with the now recognizable Liquid Rider.
Ever since implementing the Ride Strong platform for the Caltex Havoline brand 3 years ago, it does goes to show creative and marketing does work hand in hand when clients do stick with the platform and commit to it whole heartedly. Capitalizing on double digit percentage growth year on year is simply noteworthy.
Below is the latest work brought together by the enhancement of a newer formula (CORE+ Trechnology) using a new refreshed set of assets and storytelling utilizing what is already adored about the Ride Strong platform by markets for 2020 and beyond.
The emblems and products as well as to highlight the newly enhanced formula, everything has been refreshed to make it more young and appealing than ever.
We've also chopped the assets up for the use on social media, may it be conveying a product benefit or running instant poles online on gathering even more insight in what our consumers want to get out of their motor oil.
Rule Your Engine 2017 - 2020
Deciphering motor oil in a region which speaks more than 10 different types of languages and dialects was no easy feat. All the coordination, various time zones, while realigning and then redistributing a toolkit for the Caltex-Havoline brand of motor oils around the region made us work in a more concise manner. We had to find a common way of communicating a campaign message in the many countries they operate in without diluting the creative.
By going back to basics and unifying a language that is understood by all got us into a good space. We spoke visually instead. By using a visual mnemonic of an oil person personifying what the product actually does it just broke down all the barriers. Not to mention doing away with the multi country royalties the client had to pay for talent rights and all. It made more sense to simplify things.
Liquid (oil) personification was not new, but we wanted to bring out a more aggressive outlook to the whole nature of the Havoline brand which acted very safe and passive before this. Also it was an initial push by a partnership with ONE Championship where we embodied the product as a fighter that in a nutshell “knocks-out engine deposits while leaving your engine lubricated and clean.”
Then when tasked to launch a whole new range of motorcycle oils, we took the opportunity to evolve the liquid fighter to a liquid rider (something more specific for the motorcycle and scooter category). It also carries a badge that would be the face of the campaign which call to arms the riding community culture with “Ride Strong”.
Again by using iconography we could cut through the region. The only thing that we needed to do was translate the word “Ride Strong” to each market localization.
Overall the campaign receives great feedback from all the local markets (Malaysia, SIngapore Thailand, Philippines, Vietnam, Hong Kong and Pakistan). It was clearly easier to communicate visually and bring out its attributes through the approach. It was also a refreshing swap to invigorate the brand and its category.
