By creating an authentic demonstration of a mutual passion, we connected with Nulon’s audience over the desire they have for tinkering on their cars and their effort to attain often-elusive perfection.
We developed the brand platform – Born This Way – from which advertising and content would stop speaking about motor oil and engines, focusing instead on the consumer and their passion. This idea makes the brand intensely relevant to the core consumer and allows it to follow auto trends.
Launched with a two-minute hero film and cut-downs over an initial eight-week burst, the campaign continued with a series of mini-documentaries covering real enthusiasts and how they are ‘born this way.’
The campaign changed the perception of Nulon and repositioned the brand away from the well-funded, global competitor brands.
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