Valvoline: REAL HEROES

Credits & Description:

Category: Best Use of Experiential Marketing in a Promotional Campaign

Advertiser: VALVOLINE CUMMINS

Product/Service: ENGINE OIL

Agency: JAGRAN SOLUTIONS

Date of First Appearance: Sep 12 2010

Entrant Company: JAGRAN SOLUTIONS, New Delhi, INDIA

Chief Operating Officer: Ambika Sharma (Jagran Solutions)

National Head: Pankaj Raj Kumar (Jagran Solutions)

Group Account Manager: Anuj Agarwal (Jagran Solutions)

Account Manager: Chirag Kumar Gupta (Jagran Solutions)

Senior Account Planner: Jitendra Rajora (Jagran Solutions)

Associate Account Planner: Arpan Saxena (Jagran Solutions)

Senior Graphic Designer: Sanjay Mehra (Jagran Solutions)

Senior Copywriter: Sonia Arora (Jagran Solutions)

Group Manager Operations: Akash Thakur (Jagran Solutions)

Media placement: Posters - Transport Nagars - 12 September 2010

Media placement: Body Building Show - On Ground - 13 September 2010

Media placement: Mobile Van - On Ground - 13 September 2010

Media placement: Street Theater - On Ground - 13 September 2010



Describe the objective of the promotion.



Valvoline was not an engine oil of choice among mechanics and truck drivers.

It was just another option in the market and lacking involvement from the target audience.

The task was to build a strong connection leading to salience for Valvoline engine oil, and to communicate the brand proposition of “strength from within”.



Describe how the promotion developed from concept to implementation.

Truck drivers and mechanics lead a physically strenuous lifestyle. They are clustered in transport hubs. Each hub has few mechanics/drivers who are famous for their good work: they act like local heroes. We created a search called “Valvoline Real Hero”.

We used a body building show as a teaser and introduced the concept of a Real Hero: one who has complete command over his job. We asked the audience to nominate Real Heroes from their community.

The three people who gathered the highest votes were declared “Valvoline Real Hero”. Big posters of these winners were placed in transport hubs after completion of the programme.



Explain why the method of promotion was most relevant to the product or service.



We had taken a slice of life out from the audience and related it with the brand proposition. This way we were able to create a relevant message leading to a strong connection. Valvoline Engine Oil was portrayed as a Real Hero who performs in tough conditions and provides ultimate protection, building brand salience. The body building show was used as a primary hook and delivered sheer entertainment. A street play at key touch points was an effective medium as these people work long hours and remain unreachable by any single medium.



Describe the success of the promotion with both client and consumer including some quantifiable results.

27% growth in sales during the quarter over last year.

The campaign reached to 20 cities across India and 21 Transport Nagars.

Engaged 84,000 drivers and mechanics and delivered brand messages.

42,000 leads generated giving rise to the largest database of drivers and mechanics.

The campaign enabled Valvoline to open new retailers and tie-ups with mechanics, opening avenues for sustained sales.

The Brand Recall increased by a whopping 54%.

All this was achieved within 18 days and 6 teams.