Esso: Flannel

Credits & Description:

Category: Best Use of Newspapers
Advertiser: COSAN LUBRIFICANTES
Product/Service: ESSO BRAND
Agency: LEW'LARA\TBWA
Date of First Appearance: Mar 27 2009 12:00AM
Entrant Company: LEW'LARA\TBWA, São Paulo, BRAZIL
Chief Creative Officer: Jaques Lewkowicz (Lew'Lara\TBWA)
Creative Vice President: André Laurentino (Lew'Lara\TBWA)
Creative Director: Manir Fadel (Lew'Lara\TBWA)
Creative Director: Luciano Lincoln (Lew'Lara\TBWA)
Creative Director: Felipe Luchi (Lew'Lara\TBWA)
Creative Director: Victor Sant´Anna (Lew'Lara\TBWA)
Art Director: Pedro Rosa (Lew'Lara\TBWA)
Writer: Roberto Kilciauskas (Lew'Lara\TBWA)
Media Vice President: Luiz Ritton (Lew'Lara\TBWA)
Media Director: Fabio Walker (Lew'Lara\TBWA)
Media Manager: Debora Veloso (Lew'Lara\TBWA)
Media placement: Newspaper Front Page - Destak - 27/March/2009
Results and Effectiveness
Over 80 thousand drivers took the ad. Over 80 thousand cars are under Esso's care.
Creative Execution
For the first time ever a newspaper cover was printed on a flannel material. And the ad itself became another car item. To increase the idea’s effectiveness even more, it was essential for us to choose the right media format for the whole concept. We added the flannel patch on a free daily newspaper, and it was distributed to the drivers. The action happened in strategic locations, respecting the relationship between the points with higher traffic-jam levels and their proximity to the ESSO gas stations.
Insights, Strategy & the Idea
Our objective and biggest challenge was to link Brazilians' passionate behaviour to the ESSO brand. The average Brazilian citizen sees his/her car not just as a mean of transport. It’s indeed part of the family. So much so that the care they give to the car goes far beyond just checking the tires or changing the oil. Besides the air fresheners and the seat covers, it’s normal to always have an orange flannel patch on the glove box. Used to clean the wheel or the dust from the dashboard or remove the blur from the windshield when it’s raining, the flannel patch is a symbol of caring and regard from the driver about his car. The idea was use this symbol to print a newspaper cover on a flannel material and transform it into a car item.