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GEnergy
Advertising campaign "Growl for tickets to Comedy Club"

RAN IN: Russia

CLIENT
GazpromneftLubricants, LTD

AGENCY
SUMMARY

The consumer is faced with the engine oil changing on average twice a year, depending on mileage and required drain intervals. Maintenance is a necessity, a routine, one doesn’t want to think. The advertising campaign’s goal is to involve the consumer in communication with the G-Energy brand by implementing simple mechanics of the contest in the TNT Club application, and thereby increase brand loyalty. The contest active participants got the prizes from the G-Energy brand, and the best of the best attended as guests the Comedy Club festival in Sochi

CASE VIDEO


Audience: Men 25-40 years; middle class; run used cars (80% of foreign production); carry out car service at unauthorized service stations; prefer and buy engine oil on their own in the supermarket or decide to buy the oil at service station (consult with the shop assistant); do not understand the chemical properties of oils, know the minimum basic terminology and looking for a "reliable" product: "Whole commercial is similar to the story at the physics lesson. I don't want to understand how to use their great technology, to me it’s quite enough that it's there."* * According to GfK research "Market of engine oils for passenger cars 2014 H2 2015 H1”.  

Objectives: Commercial targets: sales growth up to 20% in the campaign period (monthly, tonnes); the market share growth up to 0.5%. Communication targets: to engage the audience into communication with the brand.  

Type: B2C

Language: English, Russian