Raizen Promo, Case study USED OIL by Giusti, J. Walter Thompson Sao Paulo

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Brazil
Agency Giusti
Agency J. Walter Thompson Sao Paulo
Copywriter Christian Fontana
Photographer Regis Fernandez
Account Supervisor Felipe Elias Oliveira | Leandro Gregorio | Victor Conrado.
Released April 2012

Credits & Description

Category: Automotive and Transport
Advertiser: RAÍZEN
Product/Service: OIL CHANGE
Executive Creative Director/Creative Director: Roberto Fernandez (JWT)
Executive Creative Director/Creative Director: Ricardo John (JWT)
Copywriter: Christian Fontana (JWT)
Art Director/Illustrator: Filipe Cuvero (JWT)
Art Buyer: Renata Sayao (JWT)
Art Buyer: Natana Ramos (JWT)
Illustration: Vinicius Montana/Filipe Cuvero (JWT)
Illustration: Rogerio Puhl (Mov Art)
Photographer: Regis Fernandez (JWT)
Account Manager: Fernanda Antonelli (JWT)
Account Manager: José Lopes (JWT)
Account Supervisor: Felipe Elias Oliveira (JWT)
Account Supervisor: Leandro Gregorio (JWT)
Account Supervisor: Victor Conrado (JWT)
Planner: Fernand Alphen (JWT)
Planner: Douglas Melo (JWT)
Graphic Producer: Flávio Schaefer (JWT)
Graphic Producer: Flavio Colella (JWT)
Graphic Producer: Maira Chinaglia (JWT)
Producer: O2 Filmes (O2 Filmes)
Media placement: Ambient - Shell Gas Stations - 23/4/2012

Summary of the Campaign
We had the challenge of raising awareness to the fact that Shell recycles all of the discarded oil during oil changes at its gas stations, which is something that no one knew in Brazil. To accomplish this, it would be necessary to give consumers concrete proof, better still if such proof were given immediately, right there at the station, at the time of the oil change.

And this is exactly what we did. Once the consumer had the oil change, the oil taken out of the car was taken to a silk screen machine and used as ink for creating an exclusive poster. There were 6 models that the consumer could choose from and take home.

To help spread the word, we had activation with journalists and bloggers: we sent them a stamp that uses oil instead of ink. Along with the stamp, opinion formers received a pen drive with material to disseminate the Used Oil posters. We also printed the front page of one of the most popular newspapers in the country with used oil. Finally the message was everywhere.

The client is very satisfied with the result. We raised awareness to a fact that was unknown in the country. The PR action with journalists and bloggers was instrumental in spreading the news.

The Situation
Practically no one in Brazil knew that Shell recycled all of the oil that is discarded at its gas stations. This is an important piece of information, which could bring great benefits to Shell’s image as a whole before consumers.

We needed an idea that would give concrete proof of this to people. And we would not have got the desired result without an effective PR strategy.

The Goal
The goal was to raise awareness to the fact that Shell recycles all oil discarded after oil changes at its gas stations, thus strengthening brand image.

The target audience is very comprehensive – people over 18 who drive. The focus was not only Shell's regular customers, but those who were used to having oil changes at other gas stations. Discovered through surveys carried out by Shell, sustainability is a factor that attracts consumers and can influence them in their choice.

The Strategy
We sent a special gift to journalists and bloggers: a car-shaped rubber stamp that uses spent oil instead of ink. A text on the packaging explained: 'This rubber stamp was made with used motor oil to remind you that we recycle your car’s old oil'. With this stamp, opinion formers also received a pen-drive with video and photos of the Used Oil Posters' activation.

In this way, in addition to surprising these bloggers and journalists, who along with the rest of the Brazilian population, did not know that Shell recycled used oil, we gave them material to be communicated in their websites. Since the activation of used oil posters is quite unusual, the interest around the subject was great. The message was passed on, in short, in a simple educational and quite striking way.

First, on April 16th, the Used Oil Posters activation was initiated, made directly at the gas station. On the 20th the kits began to be distributed to the press, and they consisted of a Used Oil rubber stamp and a pen-drive with communication material. On the 23rd, the front page of one of the country's most popular newspaper was printed with used oil, spreading the news.

Documented Results
The initiative was a success. Shell was so pleased with the results that it wants to replicate the action in other countries. (It's a simple and cost-effective idea to implement. All you need is a silk screen machine and a person to operate it.)

70% of opinion formers who received the PR kit, one way or another communicated Shell’s oil recycling. We were able to raise awareness to a fact of which consumers were completely unaware. (People did not know that Shell reused and recycled all of the discarded oil at their gas stations.)

Despite not being the focus of the initiative, oil change at Shell stations increased by 20% during the period of its implementation.