2018 Winners & Shortlists

TOTAL RUBIA

Client/BrandTOTAL
Product/ServiceTOTAL RUBIA ENGINE OIL
EntrantLOOK ADVERTISING COMPANY Cairo, EGYPT
Type of EntryIntegrated
Idea Creation LOOK ADVERTISING COMPANY Cairo, EGYPT
Production LOOK ADVERTISING COMPANY Cairo, EGYPT

The Campaign

The idea is to build the whole campaign idea on the driver’s insights. To make the brand become their companion who understands them and speaks their language. Accordingly we simplified the key features which are 1)Economical 2)Maintains your engine 3)longer kilometers 4)heavier loads 5)high quality 6)trustable Into a short claim using a rhyming slang (??? ???? ????? ????) heavy (double meaning viscos and heavy means strong brand to trust) and has a long life. We applied this claim across all tools.

Creative Execution

The Implementation was gaining the heart of truck drivers by integrating our brand with a real fact that they know among each other which is “A real driver is the one who knows how to preserve his Truck”. We designed stickers like the ones they use to decorate their vehicles and tailored made some where we used local slang quotes meaning that real drivers preserve their car Showing different benefits for Rubia oil that helps them to do that. An Outdoor Campaign with more Slang quotes and located it in different areas where they usually pass through. Moreover, a video and radio ad was conducted using a well-known Singer that they consider one of the few singers that represents them and talks their language. We replaced some of the words of a well-known song with the benefits of Rubia Lubricant.

The campaign has resulted has achieve a boost in sales. The viral copy only have achieved Total Reach; 899,738 Total Engagement; 117449.

The campaign used a set of media channels that complement each other in order to be able to reach and affect our target group. Due to the unconventional lifestyle of Egyptian truck driver. Where they are always on the roads and they rarely settle in one place. This makes it inefficient to reach using the conventional channels or rely on only on one channel.

The target is truck drivers and owners Males from30to50 C & D Social class who mainly live in rural areas. They work for long hours and they travel for days and sometime for weeks. They live harsh lives where they go out of their home not know when will they come back. They are always under pressure from driving itself (Driving in Egypt is very difficult and chaotic because people generally don’t follow the rules or traffic lights), dangers of improper paved roads, Thieves, corrupt police officers. They release this psychological pressure through listen to local music that speaks about their saga. They like to use proverbs in their language. They even stick these proverbs on their truck as a way to express their feelings and believe. Our approach was to make them feel that the brand is closer to them.

Credits

Name Company Position
Ahmed Elsheikh Look Advertising Art Director
Links
Website URL