2010 Winners & Shortlists

Results and Effectiveness

The Clean Engine campaign sidestepped the usual media channels as well as the exorbitant costs and complicated municipality advertising requirements. It employed a uniquely local insight and brought a smile to the faces of the thousands who encountered it. For a campaign that cost just a few hundred dollars, the return on investment was incalculable. It got out on the street and got word on the street – where charmed customers suddenly associated BP Visco with “Clean Engine”.

Creative Execution

We created a large stencil, allowing us to brush out the silhouette of an engine and our message on to dusty vehicles. We stenciled hundreds of car bonnets all over Dubai. We turned ordinary vehicles into eye-catching mobile billboards, displaying an exact visual representation of BP Visco’s unique selling point. The cars were then parked and driven en masse in high footfall areas all over Dubai.

Insights, Strategy and the Idea

Engine oil has a clear-cut, generic function so the many competing brands have great difficulty differentiating their product. BP Visco’s proposition is that it keeps your vehicle’s engine up to 30% cleaner than ordinary lubricants. Our brief, with a budget next to nothing, was to highlight this message in a campaign that targets all UAE motorists and achieves standout. So we sought to find what every UAE motorist has in common. While “30% cleaner” applies to what it does inside the engine, our strategy was to bring this unique selling point to life on the outside, in a way that would capture the imagination of our target audience. We realized that, being in the desert, cars gathered dust quickly. These dusty cars would become the canvas for our campaign.