B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Federal Election
  • Pinterest
  • AFL
  • AI
  • NRL
  • Anthony Albanese
  • WPP
  • EssenceMediaCom
  • Thinkerbell
  • News Corp
  • Channel 10
  • State of Origin
  • Spotlight on Sponsors
  • Cairns Hatchlings
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Edge Launches Born This Way Creative Platform For Nulon
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Advertising > Edge Launches Born This Way Creative Platform For Nulon
Advertising

Edge Launches Born This Way Creative Platform For Nulon

Belinda Aucott
Published on: 2nd June 2016 at 11:15 AM
Belinda Aucott
Share
3 Min Read
SHARE

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. 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

Share

Latest News

Why You’re Suddenly Seeing So Many Ads On Prime Video & Why Advertisers Are Thrilled
13/06/2025
AKQA Promotes Eric Orton To Lead The Evolution Of It’s Technology Capabilities Across APAC
13/06/2025
Tourism New Zealand Launches ‘Come & Find Your 100% Pure New Zealand’ Celebrating The Uniqueness Of Aotearoa, Via TBWA\ NZ
13/06/2025
The Thoughtful Agency’s New Tool: Thoughtful Index (TI), Promises To Transforms E-Com Performance Benchmarks
13/06/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?