Edge has launched a creative-led brand campaign for oil and lubricant brand Nulon designed to disrupt the motor oils category.
The Nulon brand strategy was developed with Edge’s partner agency Retail Oasis in early 2016. Edge then brought the strategy to fruition in the form of the Born This Way brand awareness campaign.
The campaign appeals to DIY car enthusiasts by celebrating the love that car modifiers (‘modifinkers’) have for their vehicles. It zeroes in on the compulsion they feel towards tinkering with their cars and their efforts to attain, often-elusive, perfection. Parallels are drawn between the car modifiers and Nulon itself, both of which share a goal of maximum performance.
The Nulon campaign will commence with an initial eight-week blast of activity early in June 2016 and will continue into 2017. One two-minute hero film, a 30-second film cut-down and three 15-second – Burnout versions will be broadcast across Facebook, Instagram, Twitter, YouTube and third party publisher websites.
Edge senior art director Chris Stewart said of the campaign: “Born This Way is a massive departure from the forms of communication we are used to seeing in this category. It’s raw, relatable and unapologetic. We want to show authentic, real and relatable stories rather than a CGI horse jumping out of the bonnet of a Ferrari. We want people to know this is Nulon and no other.”
Edge managing partner and head of strategy Richard Parker said: “The campaign we’ve put together for Nulon combines creative ambition with an innovative digital and in-store strategy that will drive not only brand awareness amongst this elusive target audience, but deliver measurable ROI in the form of sales. We’ve enjoyed working with Nulon, an independent Aussie business that has displayed serious bravery to embrace this form of brand storytelling rather than the usual category approach.”
Nulon general manager, product and marketing, John Simons said: “This campaign represents a radical change in marketing strategy for Nulon. We’ve zeroed in on the audience that really matters to us, and we’re creating content that resonates with them emotionally – using digital channels to get it in front of them exactly when and where it will have the biggest effect.”
The campaign will continue into 2017 and beyond.
Please login with linkedin to comment
Looking to entice a more progressive audience into the Coopers family, Australia’s largest independent brewery has released a limited edition Hazy IPA. The product has launched via a national OOH and digital campaign in collaboration with Melbourne creative agency, TABOO. TABOO is behind the exciting new illustrative can design, inspired by the Australian landscape. The […]
Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history. The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate […]
BRITA Australia is today proud to reveal its latest national campaign, ‘Get Your Jugs Out’, starring Australian comedian, Celeste Barber. The quirky campaign encourages Australians to make the switch from bottled water to great tasting filtered tap water, using a BRITA filter jug at home, with the creative brought to life with Celeste’s cheeky, yet relatable sense of humour.
Twitter is saying ‘bye to the reply guys’, allowing users to control who can reply to their Tweets. ‘Reply guys’ have long been an issue on the social media app, where users (often anonymous) frequently comment on posts in an annoying, condescending or otherwise unsolicited manner. Twitter first put these users on notice in May […]
The Virtual Conference Network, an Australian-founded disruptive alternative to video conferencing, has today launched to provide risk mitigation, improved flexibility, new post-event revenue streams, and optimal cost-effectiveness to conference organisers, business leaders and peak bodies. With over 20 years of first-hand experience with the high-risk and costly ways of delivering traditional conferences, co-founders Alex Paine […]
Medallia has appointed Heather Paterson as its new ANZ country manager to drive further growth across Australia and New Zealand. With a strong sales performance and leadership background, Paterson joins Medallia as ANZ country manager following more than seven years with leading SaaS financial technology provider, Intralinks, where she was most recently director for Asia […]
Integral Ad Science (IAS) today announced the launch of “Channel Science”, an industry-leading partnership between Channel Factory and IAS. The Channel Science solution helps advertisers to leverage both companies’ technologies through a single product to ensure their YouTube campaigns are brand-safe, brand-suitable, and performance-optimized. More than ever before, advertisers are searching for ways to streamline their media buying and improve […]