Diesel Oil Matters
Issue: When the American Petroleum Institute (API) announced that it had approved two new diesel engine oil standards in the spring - the API Service Categories CK-4 and FA-4 - it marked a significant milestone in the development of low and high-viscosity oils for diesel engines. This marked the first time the category featured a split specification, one for vehicles model year 2016 or older, and one for new vehicles produced for the 2017 model year and beyond. To help inform a host of stakeholders consisting of engine manufacturers, fleet managers, mechanics, media and consumers, API tapped Coyne to generate a campaign that holistically engaged each audience through an integrated communications campaign.
Idea: Prior to the public announcement of the two categories, Coyne implemented a research program producing both quantitative and qualitative data. As the research progressed the insight started to clearly show the largest gap for all audiences is the need to simply understand which oil to physically put into the engine. After identifying this primary insight, the collective Coyne team initiated the integrated planning process to develop a program that stretched across paid, owned and earned activations. The creative concept posed a simple question with a clear path to an answer: “Are you CK-4 or FA-4?” The campaign kicked off with PR and social efforts to first create swift buzz and education in the marketplace followed by the launch of a comprehensive educational focused website and digital ad campaign targeting high-impact transport media.
Impact: Overall, the integrated communications campaign generated more than 6.8 million highly targeted impressions within the transportation industry and will launch a branded platform for ongoing education on behalf of API within the industry for this effort and beyond.