USED OIL POSTER by J. Walter Thompson Sao Paulo for Raizen

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USED OIL POSTER

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Industry Automotive products, services and accessories
Media Print, Magazine & Newspaper
Market Brazil
Agency J. Walter Thompson Sao Paulo
Copywriter Christian Fontana
Photographer Regis Fernandez
Account Supervisor José Fernando Lopes, Felipe Elias Oliveira | Leandro Gregorio | Victor Conrado.
Released April 2012

Credits & Description

Category: Best Temporary In-Store Displays in a Promotional Campaign
Advertiser: RAIZEN
Product/Service: OIL CHANGE
Agency: JWT BRAZIL
Executive Creative Director | Creative Director: Roberto Fernandez (JWT)
Executive Creative Director | Creative Director: Ricardo John (JWT)
Copywriter: Christian Fontana (JWT)
Art Director | Illustration: Filipe Cuvero (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Natana Ramos (JWT)
Illustration: Vinicius Montana (JWT)
Illustration: Rogerio Puhl (Mov/Art)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Supervisor: Jose Lopes (JWT)
Account Supervisor: Felipe Elias Oliveira (JWT)
Account Supervisor: Leandro Gregorio (JWT)
Advertiser Supervisor: Victor Conrado (JWT)
Planner: Fernand Alphen (JWT)
Planner: Douglas Melo (JWT)
Graphic Producer: Flavio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Media placement: Ambient - Shell Gas Stations - 23 April 2012

Describe the objective of the promotion.
The objective was to inform people that Shell reuses and recycles all used oil discarded during oil changes in its stations, thus strengthening brand image.

Describe how the promotion developed from concept to implementation.
There is nothing better for raising awareness to the fact that Shell reuses spent oil than to give them concrete proof of this. Better still if such proof is given right there immediately, at the gas station, at the time of the oil change: once the consumer had the oil change, the oil taken out of the car was taken to a silk screen machine and was used as ink for creating an exclusive poster, which the consumer took home. The implementation is very simple and cost-effective. All you need is a silk screen machine and a person to operate it.

Explain why the method of promotion was most relevant to the product or service.
Shell's Used Oil Posters are an unprecedented initiative. People in Brazil are unaware that Shell always recycles all spent oil. The power of the idea comes from the fact that awareness happens instantaneously, at the time of oil change, through concrete proof, which is the poster made with oil used from consumer's own car. And best of all is that this concrete evidence is taken home and hung on the wall. A good reminder.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The initiative was a success. Shell was so pleased with the results that it wants to replicate the action to other countries (it's a simple and cost-effective idea to implement). We raised awareness to a fact to which consumers had no clue (people did not know that Shell reused and recycled all of the discarded oil at its gas stations in Brazil). Despite not being the focus of the initiative, oil change at Shell stations increased by 20% during the period of its implementation.