Client: A1, a company specializing in luxury car care

Audience: Mostly men, aged 35-50 whom own luxury and/or sports cars. The audience has disposable income and does not mind using it to spoil their vehicles; cars to this audience are more than just a hobby. They are a passion and have become part of their identity.

Challenge: To separate A1 Motor Oil from the crowded market and show how pampering their car will maintain its health and life to ensure many more miles on the road. The audience has to be convinced that the purchase of the motor oil is beneficial and with every penny. It’s more than just routine maintenance, it is an investment into their passion.

Tone: Exciting, urgent, promotional, serious

Strategy: I first used sensory detail and rich, story-telling language bring to mind their own car and that pleasurable feeling of taking care of and being in it. Once they could see themselves in this story, I then moved from describing what they already do to make their car incredible, playing upon their sense of pride in ownership, to what they need to do as a smart luxury and/or sports car owner. I made the purchase of this particular oil seem like the smart, responsible -and the only- option to keep their car at optimal performance.