The communication goal
Engine Oil category has always been characterized by many competitive offerings with little product differentiation for the end consumer. However, Mechanics who were the most important decision makers and influencers to the end consumer were ignored in the marketing chain. Our objective was to build loyalty among mechanics & turn them into brand advocates to drive preference and sales for the brand.
The situation analysis
Since mechanic's were a driving force of decision making for the end consumer, we conducted extensive research with over 1000 mechanics across the country
The research revealed a grim truth.
- 80% of...