Total Hi-Perf engine oil and Mirum make a plea to Vietnamese consumers to give back to their bikes

To build awareness and brand affinity in Vietnam’s crowded engine oil market, Total and Mirum drove straight for the heart with the message that it’s “Time to Give Back to Your Bike”.

Every one in two citizens owns a motorbike in Vietnam, and the engine oil segment is highly competitive. Total wanted to raise the profile of its Total Hi-Perf Engine Oil among the country’s young adults with a campaign that would still appeal to older consumers, too. So Mirum created a digital campaign supported by a street activation to get people talking and bring bike owners into stores.

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The campaign kicked off with online film about man’s life journey; we see him buying his first bike, driving off with his newlywed wife, bringing baby home, struggling through muddy roads in the pouring rain, pulling in with big ticket items to expand the family home, and finally, giving a bottle of Total Hi- Perf Engine Oil to his now-grown son to put in the bike, then handing him the keys. As the scenes fly by, the voice over plays out like love letter: “With you, I know there is nothing but a bright path ahead… Your trust gives me strength to move mountains”. At first, it seems the man is talking about his wife. Then we wonder if he’s talking to his motorbike. The twist comes at the end, when the bike thanks its owner for all the great care he’s given over the years.

“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.

After the film was launched, a squad was deployed to large parking lots in Ho Chi Minh City, Hanoi and Danang from July 4 to August 9 to check out the odometers, and leave gift vouchers and balloons that read “Give Back to Your Bike” on 20,000 bikes that had clocked over 20,000 kilometres. Bike owners could watch the video and find out more about Total at campaign booths set up at the parking lots during the event.

“The motorbike lubricants market is very crowded and competitive, but most of the communications focus on functionality or price. We saw a chance to build a more emotional connection with young Vietnamese. The films aims to touch people’s hearts, and get them talking about Total and sharing across social channels. The activation targeted people whose bikes had already done some long hard yards and connected them back to the film, which has really hit home,” said Emilie Veillon, Group Creative Director at Mirum Vietnam.

The film drew over 500,000 views during the four-week campaign period, and hundreds of comments from bike owners. “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 mile of my journey, goes through all the weather and emotions with me without complaining. My motorbike, I’m sincerely sorry for you,” commented one viewer, Linh Nguyen.

“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.

Credits:

Client, Total Vietnam: Hong Nhung Le, Hong Duc Chau