Anchoring a motor oil brand expression in the love of cars
The Challenge
A leading motor oil lubricant brand facing a multitude of market headwinds, such as competition, a changing transportation ecosystem, and the modernization of electric cars, wanted to carve out a distinct position to grow with the enthusiast market that enjoys a passion and love for cars and car care.
The Approach
WG submerged into the lives and minds of car enthusiasts: those who want nothing but to spend their Saturday under the hood. Through profound ethnographic work we sought to further understand what about cars and car care energizes them and builds their brand relationships and preferences.
The Opportunity
The ethnographic study determined a new market definition and design target that serves as a rallying cry for creative execution, further transforming the way the brand perceives itself, speaks out in the world, and defines new product experiences and paths to grow with the enthusiast market. The campaign launched in 2023 and is seeing highest ever engagement scores for the brand.
