As cars get more advanced and complex, car owners get less mechanically-minded, and there are far fewer motorists who actively get under the hood to change their own oil. In fact, just 15% of car owners do any DIY engine work themselves – just under 2.5 million Aussie consumers.
But our research showed that these drivers are die-hard car lovers. They tinker, modify and race. They live for it. They are ‘Born This Way’.
To reach and engage these enthusiasts, we launched with a branded content film then continued with a series of mini-documentaries covering real enthusiasts and how they are ‘born this way.’
The 24 films in the series have had a total of 5,854,563 video views and 78,200 engagements (likes, shares comments). The series reached 2.47 million unique Australians – that’s 100% of our target audience – putting the Nulon brand in front of every potential car-loving customer.
Since the launch of the campaign, sales of Nulon's Synthetic Semi-Diesel Oil have increased in volume by 36%, and sales of Nulon's Full Synthetic Oil has increased in volume by 48%.
See some of the other ‘Modifiers’ films: JIM’S GT40 and STEVE’S RX3.
5,854,563 VIDEO VIEWS
REACHED 2.47 MILLION CAR-LOVERS
(100% OF TARGET AUDIENCE)
48% INCREASE IN SALES
All content copyright Edge (Business Essentials (Australasia) Pty Limited) 2017 unless noted otherwise.