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ExxonMobil, BBDO introduce ‘Car-Fu’ to entertain consumers

Mobil 1, a synthetic engine oil manufacturer, has launched its latest regional campaign, ‘Car-Fu’. Created by BBDO Singapore, the digital campaign includes video, website assets and social activation.

‘Car-Fu’ is Mobil 1’s homage to the kung-fu film genre. As the name suggests, it’s kung-fu enacted by cars. Kung-fu is synonymous with fluidity and movement, as are cars that are run on Mobil 1. Using distinctive characteristics of the best-loved kung-fu movies of the 1970s, (for example, crash zooms, slo-mo, instantly-recognisable music), the film re-enacts through cars a classic fight sequence between a brave hero and a villain and his posse.

By leveraging the technology partnership between Mobil 1 and McLaren-Honda, Car-Fu was created not only to engage and excite the target audience with entertaining content, but more importantly, to increase awareness and product consideration levels amongst everyday drivers in Asia Pacific. It aims to drive an understanding that Mobil 1 is not just for sports cars or F1 cars, but is the superior choice for road cars too, as amplified through the technology transfer from ‘track to road’.

The campaign will also feature interviews with stunt drivers focusing on the benefits of enhanced engine performance, as well as sharable content featuring McLaren – Honda’s Formula 1 driver, Fernando Alonso.

“By leveraging on a unique passion point that travels across our key Asia Pacific markets, we worked with BBDO to create fun, shareable branded content that not only sparks excitement amongst our target audience, but also helps to elevate awareness and consideration of our brand,” commented Sirapong Phentrakul, Exxon Mobil Asia Pacific PVL Brand Advisor.

Seshadri Sampath, Regional Business Head at BBDO Singapore added, “We borrowed from the popular culture of Bruce Lee that we can all identify with – if you pour water into the cup, it becomes the cup. And if you pour Mobil 1 into the engine, it becomes the engine. We’re pleased that the execution was done in an entertaining and engaging way to relate to the ordinary driver.”

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.