Total DM IT'S BETTER TO BE ON THE ROAD by Lowe Vietnam

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Industry Automotive products, services and accessories
Media Direct marketing
Market Vietnam
Agency Lowe Vietnam
Executive Creative Director Bikramjeet Ghosh
Art Director Daryl Villanueva, Nga Bui
Copywriter Tuan Le
Designer Chinh Nguyen
Producer Andrew Piggott
Photographer Stephane B
Released March 2011

Credits & Description

Category: Dimensional Mailing
Advertiser: TOTAL
Product/Service: ENGINE OIL
Date of First Appearance: Mar 9 2011
Entrant Company: LOWE & PARTNERS ASIA, Ho Chi Minh City, VIETNAM
Associate Creative Director: Daryl Villanueva (Lowe Asia-Pacific)
Copywriter: Tuan Le (Lowe Asia-Pacific)
Planning Associate: Jacob Barry (Lowe Asia-Pacific)
Executive Creative Director: Bikramjeet Ghosh (Lowe Asia-Pacific)
Art Director: Daryl Villanueva (Lowe Asia-Pacific)
Art Director: Nga Bui (Lowe Asia-Pacific)
Designer: Chinh Nguyen (Lowe Asia-Pacific)
Junior Copywriter: Ngan Nguyen (Lowe Asia-Pacific)
Managing Director: Vikas Mehta (Lowe Asia-Pacific)
Head of Planning: Indraneel Guha (Lowe Asia-Pacific)
Account Director: Mae Ng (Lowe Asia-Pacific)
Account Manager: Phuc Nguyen (Lowe Asia-Pacific)
Account Executive: Nhu Nguyen (Lowe Asia-Pacific)
Agency Executive Producer: Vanessa Hurst (Lowe Asia-Pacific)
Agency Producer: Trang Bui (Lowe Asia-Pacific)
Executive Producer: Gordon Westman (Fatman)
Producer: Andrew Piggott (Fatman)
Photographer: Stephane B (Freelance)
Vice President: Ludovic Georges (Total)
Marketing Manager: Nguyen Tran (Total)
Media placement: Direct - Direct - 9 March 2011
Describe the brief/objective of the direct campaign.
Total lubricants are trying to make a mark in Vietnam. For their DEO product range we needed to speak to diesel engine owners (truckers) and start building relationships.
While other diesel engine oils talk about the oil and cheap promos, we talked about the man behind the wheel. We talked to truckers to remind them of the underappreciated experiences of being on the road. We showed them that we understood that “while life on the road is damn hard, it can be just as rewarding.”
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a box of souvenirs collected from the roads of Vietnam.
Each trinket in the box comes with its own story. The box includes a booklet that contains stories and observations of life on the road written by Total and real life truckers. The box got more truck drivers to tell us their stories.
Explain why the creative execution was relevant to the product or service.
Total showed drivers they understood how hard it is to be on the road. They understand this because they are experts of the road. “People, who walk the road, know the world. Those who live on the road know better. It’s Better to Be on the Road” - Total. By talking to drivers on a human level, the message of Total being an expert in lubricants became engaging and memorable.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
After sending out a batch of prototype boxes and receiving a 40% response rate, Total has expanded the production and distribution of the ‘It’s Better To Be On The Road’ box to 100 pieces.