Prestone —
Taking on Mother Nature
With a set of young and hungry competitors nipping at their heels, and an unrivaled history of protecting automobiles, it was time for Prestone to set the market straight on what made them the category leader for 90 years.
Client
Prestone
Project
Defy Integrated Campaign
Deliverables
Strategy, Media, Broadcast, Web Design/Development, Video Content, Social Channel Management, Social Content, Digital, Print, Interactive Timeline Experience, Brand Guidelines
The Idea
Practically inventing its category, Prestone had enjoyed the defacto market leader position for almost 90 years. But with new brands gaining attention and market share, our job became to protect the core and expand Prestone’s leadership. Strategically, we looked to tap into a DIY sensibility, and to inspire drivers to stand up to nature’s harshest elements – those that strand us on the side of the road, ruin our summer vacations, or keep us under house arrest in winter’s grip.
The Media
Driven by consumer research and audience data, we constructed a creative platform that tapped an emotional connection to our audiences designed to put them in control of their seasonal weather destination, and distributed it through broadcast, print, and digital and social channels.
The Digital Experience
On top of our social and digital experiences, we also re-designed and rebuilt the Prestone website to include seasonal Defy messaging and simplified the entire experience so that users had an easier time exploring the full range of Prestone products, and a with a rebuilt dealer locator, were also able to find them close by.
In celebration of Prestone’s 90th Anniversary, we created an interactive timeline that took users through a progression of automotive technology and Prestone technology.
Best-in-class digital ad tech and publisher partnerships helped us ensure Prestone was front and center when it mattered most – during the extremes of hot and cold weather. Across programmatic display, and in direct partnership with Weather.com, we applied weather-triggered targeting – delivering a brand/product message directly relevant to the target consumer’s real time weather experience, hot or cold.
Social Content
The Prestone social experience is broad and dynamic mix of paid and organic content including video diaries, demos and tutorials, and a variety of videos and conversation starters sharing our mutual passion for the automotive world.
The Results
The Prestone Defy campaign set a stake in the ground, creating a strong and cohesive voice of leadership that rallied customers to take on the elements with an increase in brand perception, and an increased brand engagement by 2.2x.
