Client: Exxon Mobil
Agency: Rapp
Tasked with elevating Exxon Mobil's engine lubricant during a peak online summer sale— a category that often struggles for attention — we initiated an integrated campaign with a simple, compelling message: Summer Break isn’t just for kids, especially after a year of longing for escapes due to Covid restrictions. Encouraging adults to embark on summer vacations through road trips, we highlighted a crucial preparatory step: changing their engine oil. This approach perfectly positioned Exxon Mobil’s engine lubricants as essential for anyone planning a summer journey, tapping into the renewed enthusiasm for travel and the necessity of vehicle maintenance for the long haul.
Agency: Rapp
REIGNITE YOUR SUMMER DRIVE
INTEGRATED CAMPAIGN
Tasked with elevating Exxon Mobil's engine lubricant during a peak online summer sale— a category that often struggles for attention — we initiated an integrated campaign with a simple, compelling message: Summer Break isn’t just for kids, especially after a year of longing for escapes due to Covid restrictions. Encouraging adults to embark on summer vacations through road trips, we highlighted a crucial preparatory step: changing their engine oil. This approach perfectly positioned Exxon Mobil’s engine lubricants as essential for anyone planning a summer journey, tapping into the renewed enthusiasm for travel and the necessity of vehicle maintenance for the long haul.
Campaign key visual
Content videos
Leveraging the play on words “暑假 (Shu jia)” meaning summer holiday, and “暑驾 (Shu jia)” implying a summer drive, we launched a humorous video series that captures adults attempting to relive their childhood summer joys. Through a blend of nostalgia and humor, the campaign underscores a simple yet profound message: Why settle for reminiscing about summer holidays when you can embark on an exhilarating summer road trip?
Gif posters targeting different audience groups; The working class, couple, and family
Offering presale limited edition gift pack which was sold out quickly. This interactive package could be dismantled and reassembled into a model car, adding a creative touch that boosted its appeal and engagement.
Turning conventional indoor live streaming sales format into an outdoor live-streaming tour, where the host took the audience on an immersive self-drive road trip. This innovative approach turned the live stream into a dynamic blend of entertainment, interactive games, and sales, engaging viewers in real-time through an adventurous and participatory experience.
