Campaign details

Brand: Lubricantes Mobil
Lead Agency: UM
Region: LATAM


This article has been translated from Spanish using Google Translate. Download the original here.

Strategy

Objective

The Mobil Delvac Grand Prize is the most important truck competition in the country, its audience, the transporters, have always been difficult to impact, since they live on the road with limited access to media. Additionally, only half of the attendees knew that Mobil Delvac was the event's organizing brand.

Based on this problem we created the first mini novel to see by WhatsApp turning it into a means of communication, achieving that 8,600 people asked for the 6 chapters and shared on average 21 more people, increasing the association of the brand with the event 98%