Mobil Delvac: Behind the wheels

Jordan Murphy and Matthew Goodwin

Campaign details

Brand owner: ExxonMobil
Lead agency: UM
Contributing agency: BBDO and Weber Shandwick
Budget: 1 - 3 million
Country: United States
Industry: Automotive industry, market, Energy and water suppliers
Media: Content marketing, Games and competitions, Internet - display, Magazines - business, trade, Mobile and apps, Online video, Public relations, Radio, Social media

Executive summary

This case study describes how Mobil Delvac, a motor oil brand in the U.S., increased its brand loyalty by focussing on the customers rather than the product in its media campaign. Motor oil is a routine purchase for heavy-duty truck drivers and they stick to brands they know best. Mobil Delvac is the number-two heavy-duty motor oil in the U.S. To increase sales and consideration, Mobil Delvac needed to increase desire among truckers for a product that, innately, is not very relatable. From proprietary research, Mobil Delvac found a need to humanise the conversation around motor oil, so they created Behind The Wheel (BTW), an intimate content series looking at the lives of truckers on the road. BTW broke through the competition's product claims by focusing on the driver rather than the product. Mobil Delvac didn't limit the conversation to the traditional B2B media familiar to the category. UM distributed BTW through content syndication, geo-fencing around truck stops and seeding it in spaces targeted to truckers. Mobil Delvac would speak to truckers during their downtime while on the road, in the lonesome moments when truckers most needed to connect. The campaign resonated with the trucking community, created brand advocates among truckers and revitalised Mobil Delvac's YouTube presence.

Market background and context