At this year’s Kyiv International Advertising Festival, a special award “For Courage” was given to the “Oil As It Should Be” campaign by independent creative agency MADCATS for motor oil producer Vira.
Vira is a Poltava-based brand that produces automotive lubricants. One of the challenges facing the brand is that the Ukrainian motor oil market is full of counterfeit products, so there is a need to make drivers aware of the damage that inferior lubricants can cause to cars.
To address this issue, MADCATS created a series of videos in which the engine pistons come to life “to teach the driver to pour proper oil, not just random stuff.”
In addition to our award, the campaign won bronze in the Film contest (Creative Communications section).
“The Oil As It Should Be is a multichannel campaign by design. At the moment, OOH is not a key element. However, we believe the campaign has great potential to prove itself in OOH. After all, the audience of outdoor advertising and the target audience of Vira, drivers, are a perfect combination, a match made in heaven,” says Olena Zurakhova, Marketing Director of PRIME Group.
To help Vira expand its campaign and experience the benefits of outdoor advertising, the company received a DOOH placement certificate from PRIME Group.
