Work | Nulon Born This Way

The Campaign

We developed Nulon’s brand platform ‘Born This Way’ as a reflection of the shared ideal between diehard motorheads and the Nulon brand – their passion for cars.

The campaign launched across social media with a 2-minute brand film, multiple 30-second versions, 15-second cut-downs and 6-second pre-rolls.

Following up with

ENGAGING CONTENT

Having created a huge remarketing pool from the brand film, we went on to entertain this already engaged audience with the Nulon Modifiers series – a set of mini-documentaries showcasing genuine Aussie modifiers and their cars.

Initially conceived as 5 episodes, the films generated such a positive response that the series went on to include over 40 episodes.

192% RETURN ON INVESTMENT

Sales data showed a 46.5% increase in sales of Nulon’s Fully Synthetic Oil (compared to a category average of 23.7%), contributing to a 9% increase in YOY sales across the whole range.

+46.5%

Sales of fully synthetic oil

+9%

Sales across the whole range

Mumbrella Awards 2018

CONTENT CAMPAIGN
OF THE YEAR

Driving an almost 50% increase in sales and 15% market share stolen from competitors, the campaign demonstrated how storytelling through content can build community and drive commercial success, even without mainstream marketing – a fact that didn't escape Mumbrella's Awards jury.

The campaign also achieved:

Finalist, Australian Effectiveness Awards (Effies) 2018
3 x Gold, International Content Marketing Awards
Bronze, AWARD Awards
2 x Bronze, Caples International Awards