DAVID BARRAS
Creative Direction & Digital Design
Quaker State Campaign
Space for point-of-purchase (POP) materials is a premium at most auto service centers, especially for services like oil changes which are not a high-profit offering. This makes it difficult to convince service centers to display POP for oil products like Shell's Quaker State brand. Our team was tasked with coming up with out-of-the-box and overlooked opportunities for POP placement. Also, Quaker State's "tough" and slightly irreverent brand voice had been somewhat diluted because in many cases, its headlines and copy had been repurposed from sister brand Pennzoil. So this campaign looked for underutilized space in which to locate Quaker State POP and created headlines to make its brand voice heard again.
Window Screens
with Brand Voice Messaging
This an example of a utilitarian give-away to retailers that would expose consumers to Quaker State messaging as they entered the store. I wrote the copy.
Service Bay Banner Messaging
Tough Guy Mirror
One of our more out-of-the-box ideas was a sticker that made the customer part of the campaign when they looked in the mirror.
In-store Posters with Reasons to Believe Messaging
The goal for value-added giveaways was to tie their usage to headlines expressing Reasons to Believe through the brand voice.