Going on a Joyride
Issue: Without a new product to launch in 2016, the 125-year-old motor oil brand found itself no longer an ongoing part of the rapidly changing automotive conversation. To compound the issue of passenger car motor oil being a low frequency category, claim-driven messaging does not resonate with consumers who are not in immediate need of an oil change. Coyne realized that for the brand to garner positive news coverage, Pennzoil needed to stop interrupting the content consumers are interested in and become the content the consumers are interested in.
Idea: The media today are looking for entertaining, snackable content for their audience to easily consume and engage with. Thus, Pennzoil developed a 3-part film series titled JOYRIDE, featuring ultra-cool cars, a world-class precision driver and action-packed driving in challenging terrains across the globe. The concept for JOYRIDE spurred from the public’s feeding frenzy for high-octane, exhilarating content and the need to showcase the next level performance benefits of Pennzoil Synthetics versus simply stating it. Building on Pennzoil’s impressive roster of OEM relationships, the brand took the Ferrari 488GTB to the sleek streets of Barcelona, the 2016 Jeep Wrangler Rubicon to the extreme terrain of the Baja Desert and the 2016 BMW M6 Coupe to the harsh tundra biosphere of the Canadian Rockies. From the footage, Pennzoil was able to develop distinct clips for all films in the series, each appealing to a different audience/media segment: Teaser, Full Film, Behind the Scenes and 360 Degree View.
Impact: In 2016, Pennzoil reached new audiences with coverage in national outlets that have previously not had Pennzoil on their radar, including; New York Daily News, Maxim, MSN and more! Total coverage results clocked in at more than 415 stories, generating 56.5 million media impressions. Most importantly, Coyne PR helped changed the conversation around the brand, positioning Pennzoil as an innovator in automotive performance through engaging, owned content.