Statoil Film TAKE-OFF by DDB Riga

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Industry Automotive products, services and accessories
Media Film
Market Latvia
Agency DDB Riga
Released October 2002


Golden Hammer 2003
The Winners Advertising Campaigns Silver

Credits & Description

At the moment we started working on the campaign, there was only one serious player in the premium petrol market – V-Power sold by Shell. The Euro-quality had been an overused cliche without real meaning. There was no market leader in the terms of product quality, though Statoil had the advantage of being service quality.
Ultima was a premium class product without a clear positioning. It had been advertised as an environment-friendly, European quality product. Objectively, Ultima was the best petrol available in the market.
So we had to decide what reasoning – rational (good for engine), socially responsible (environment-friendly), trust generating (warranties and standards), or emotional (dynamics and fun) – should we use?
Several reasons (Statoil was in the process of purchasing Shell network in the Baltics; it was very important to appeal to more emotional Slavic drivers, etc.) made us consider emotional approach.
The key insight of the brief was Ultima Means Ultimate Performance.

To boost the sales and to maintain No 1 position in the market, the TV was chosen as the most effective and powerful media channel that combines both visual and sound.
Supportive media: radio and outdoor - with special feature – multiple ads on bridges making an illusion of a car taking off, were chosen as driver oriented media channels.

Agency DDB Latvia
City Riga
Advertiser Statoil
Brand Name Latvia Statoil
Product Name Statoil Ultima 95
Business Sector Tires, Accessories, Oil, Petrol, Gasoline
Country of Production Latvia
Language Latvian
Type Television
Tagline Improves Acceleration!
Creative Director Ingus Josts
Art Director Kriss Salmanis
Copywriter Ingus Josts