The Brief

Mobil 1 wanted a way to connect with Advance Auto Parts shoppers with a drive to do things themselves for a DIY oil change special.

The Insight

The DIY auto store shopper heavily index in two key areas: 1) they cite loving the challenge of tackling their own car care as a big reason they do it on their own rather than going to an auto shop and 2) they are big racing fans and view endorsements from their favorite drivers as indicators of quality for those products.

The Approach

We floored it with a campaign spearheaded by a video featuring NASCAR legend Tony Stewart showing off his competitive side—even if he only has himself to compete with. His involvement drew in a massive audience of fans and lent instant cred to our program, which saw a huge uptick in engagement and conversion than our more standard retailer-based activations. Playing off of his racing nickname, Smoke, I created a series of scripts that blended car-racing tropes with some fun, at-home shenanigans, and Tony threw himself into the role, driving himself over from his home in Indiana and even bringing along some of his race-day helmets and gear for us to use.

The Results

Mobil 1’s biggest DIY program ever at Advance Auto Parts. The content connected with shoppers that loved a little competition themselves and they made tons of pit stops into AAP stores for our oil change special offer, which included everything they needed to handle their own oil change.