HO CHI MINH – In Vietnam, owning a motorbike is as normal as owning a bag, therefore making a tight competition among the players in the engine oil segment.
With the help of Mirum, Total tried to raise the profile of its Hi-Perf Engine Oil by creating a digital campaign supported by a street activation that will touch the hearts of every biker, both young and old.
The campaign, aptly named, “Time to Give Back to Your Bike,” kicked off with a heartwarming film featuring a man’s journey with his bicycle–from the time he bought his first bike until he finally passes it on to his son.
“Our objective was to get an idea that make Vietnamese realize that their motorbike is much more than an everyday tool – it’s a reliable, lifelong partner, and it deserves the best care,” said Kevin Frot, Creative Director at Mirum Vietnam.
“The video makes me really think about how badly I treat my motorbike. It’s been a long time I haven’t changed oil and maintained it. I realized that my bike is the one who serves me every day, becomes the reliable partner in every miles of my journey, goes through all the weather and emotions with me without complaining. My motorbike, I’m sincerely sorry for you,” commented Linh Nguyen, a viewer and biker.
After the film, the Total squad took it to the streets of Ho Chi Minh, Hanoi, and Danang to give out free gift vouchers and balloons that read “Give Back to Your Bike” on 20,000 bikes that are 20,000 kilometres old.
“In a saturated and very functional market as lubricant, an emotional approach was risky, but we felt it represented an opportunity to create and take a territory not held by competitors. We’re excited to help Total to become a market challenger and excited to see how far we can explore this new territory,” said Ly Viet Vu, Managing Director, Mirum Vietnam.
