The Goal
Mobil wanted to strengthen its presence among the most influential voices in the automotive ecosystem: local mechanics, service supervisors, retailers, and customers. The challenge was not only to spread awareness about Mobil 1, Mobil Super, and Delvac but also to build long-term relationships with those who directly impact brand preference and sales. The objective was to bridge the gap between brand and mechanic, enhance sales capability through technical knowledge, and create a platform for engagement, trust, and loyalty.
The Outcome
Our company conceptualised and executed a two-month Van Activation campaign across Mumbai and Hyderabad. A fully branded mobile unit was designed and fabricated with comfortable seating, plasma screens, and audio-visual equipment to create a traveling training and engagement hub. The van covered over 150 locations, reaching mechanics and retailers right in their marketplaces.
- nside the Van: Mechanics and retailers were invited to join sessions that included detailed product presentations, Q&A discussions, and technical knowledge sharing, all in an interactive format. Guests were welcomed with cold towels and refreshments, making the experience both professional and hospitable. Each participant also received branded giveaways, leaving a tangible reminder of Mobil’s commitment.
- Outside the Van: Engagement continued with product-centric games like “Wheel of Fortune,” drawing crowds and sparking conversations. Retail touchpoints were activated with promoters inviting participants and ensuring footfall around the van.
- Executional Strength: We handled liaisoning for permissions, van design and fabrication, recruitment and training of manpower, route planning, logistics, and daily reporting to ExxonMobil. The campaign was managed end-to-end with precision, ensuring smooth movement, high participation, and impactful delivery.
By combining education with entertainment, the van created meaningful connections, enhanced brand credibility, and strengthened Mobil’s positioning in a highly competitive category.
The Feedback
The activation received strong appreciation from both Mobil stakeholders and the target audience. Mechanics valued the technical training and felt more confident recommending Mobil products to customers. Retailers and supervisors acknowledged the brand’s effort to engage them directly, calling it a refreshing and memorable approach. ExxonMobil recognized the professionalism of execution and the measurable outcomes delivered across two key markets.
