Drone Vs The Machine: New Nulon APEX+ Campaign Launches Via Edge

Creative, content and connections agency Edge has just released the latest iteration of Nulon’s Born This Way platform, ‘The Apex’ to launch its new oil range, Nulon APEX+.

The Nulon APEX+ range of engine oils is Nulon’s most advanced engine oil yet. Born from its unyielding focus on innovation, the new range boasts faster flow at low temperatures, resistance to extreme pressure, increased protection and greater fuel efficiency in both everyday and the most demanding driving conditions.

To help bring Nulon’s focus on innovation to life in a way that appeals to all automotive consumers – from the people who just want to put the best quality oil in their cars, to the real motorheads who are looking for incremental performance gains – the new campaign focuses on the relentless pursuit of improvement.

To embody this pursuit, Edge put Nulon ambassador and stunt driver Matt Mingay of STUNTZ inc. to the test – asking him to beat his hill track lap personal best by racing his 950hp Chevrolet Camaro SS against a drone-projected laser programmed to challenge him to his best performance ever.

Tom Murray, Nulon’s channel marketing manager said: “We are really proud of this work. Our brand ethos is all about doing things differently to the competition, innovating and not following category convention – so we needed an execution that brought that ethos to life whilst also (obviously!) shifting some oil. The Edge team responded well to this challenge with an idea that tells an innovation story in very different way.”

Working with Heliguys to bring this Australian-first concept to life, the campaign appeals to DIY car enthusiasts and consists of a 60 second brand video, social, digital and TV.

Richard Parker, executive planning director at Edge said: “Our research showed that one of the main reasons people change their own oil rather than entrusting the job to a mechanic is so that they can be confident that the oil they choose means their car will reach maximum performance, every time. We wanted to get these people excited about Nulon’s new generation of engine oils with a fast-paced brand film that showcases the product under peak driving conditions.”

With a soft launch of the brand film in August, the full campaign is commencing in September. Edge handled both creative and media for the Nulon APEX+ launch.

Credits

Client: Nulon

Channel Marketing Manager – Tom Murray

Motorsports & Events Coordinator – Chris Dawe

Creative & Media: Edge Sydney

Executive Creative Director – Simon Langley

General Manager – Nicole Gardner

Executive Planning Director – Richard Parker

Senior Art Director – James Gillespie Senior Copywriter – David Arns

Senior Designer – Waiton Fong

Director – Harry Roth

Producer – Grace Sheridan

Senior Account Director – Alice Sherrah

Associate Planning Director – Yanni Kyriacos

Media Director – Ryan Johnstone

Production Partners

Director of Photography – Joel Egan

Drone Team – Heliguy

Key Grip & Vehicle – Richard Allardice, Motorcrane

Lighting – Two Suns Lighting

Colourist – Matt Fezz

Online – Kenneth Zeng

Sound Design – Tone Aston, Rumble

VO Artist – David Field

Stunt Driver – Matt Mingay, STUNTZ inc

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