Epic Win
Mobil
Issue 59 | June 2021
Agency
Sancho BBDO Colombia
Creative Team
Chief Creative Officers Mario Lagos, Sergio León, Hugo Corredor Executive Creative Directors Diego Forero, Camilo Monzón Creative Directors Fabio Uribe, David Lozano Art Director Andrés Palomino
Production Team
Video Producers Julián Cuevas, Gabriel Fernández Production Company Latir
Other Credits
Head of Business Javier Jimenez Business Operations Manager Ana Rojas Planner Sebastian Quiroga
Date
July 2020
Background
Mobil wanted to bring its important target audience of truckers closer to them. They knew that these people loved truck racing.
For over 30 years, truckers have competed against each other to be recognised as the best driver. The question was, could anyone challenge the top truckers?
Idea
Colombian truck drivers are proud of their driving prowess. To confirm their talent, a virtual truck race was created pitting truckers against gamers in a simulated truck race in a livestreamed event.
Truckers trained on a virtual recreation of the largest racetrack in the country and on the day of the competition defeated the gamers, showing Colombians they really are the Kings of the Road.
Results
On the day of the streaming, Mobil achieved 2,847 new followers on their fan page in two hours. The streamed event had a total reach of 297,146, representing 77% of the overall organic reach. There were 10.3 million impressions with 3.5 million unique users. The brand’s following in social media increased 146%.
Our Thoughts
You want to show your customers you know them and love them. What better way than this, to help make them famous beyond their immediate network of other truckers? When a brand makes people feel good about themselves, they tend to feel good about the brand. Loyalty has to be won and this is as good an example of a brand winning over its users as any we’ve seen.
I can’t help wondering if any of the gamers were inspired by the experience to become truck drivers for real, at the wheel of a 40- ton rig?