Pennzoil
We had quite the task.
A. Make motor oil interesting.
B. Let people know a new, better formulation was here.
We accomplished this through a multi-pronged attack, leading with a video most took as a movie trailer, with catchy social media speaking directly to our audiences before that became the norm. Every medium was touched, strategically creating a sense of bold excitement for something most people only think about when their car notifies them.
Raise Hell
Think outside
Sure, we had more dough than usual for this. But the principles can apply to any outdoor event when trying to break through the noise - find something our persona loves, and figure out how to tie it to the brand.