Havoline motor oil was relaunching their line of synthetic motor oil. In a market with competition roaring with Nascar sponsorships and loud revving motors, Havoline went back to its brand tenant "Protecting what matters." So Havoline Pro DS became "Proud sponsor of #EverydayDrivers."
To launch the campaign we tapped insta-famous photographer/story teller Theron Humphrey of the This Wild Idea. We upgraded the engine of his car to take Pro DS and he set out on a road trip meeting #EverydayDrivers. He told their extraordinary stories, from a surfer catching waves in California to a couple exploring the frontiers of Oregon, this mini-series celebrated the #Everyday drivers and their accomplishments.
Havoline Pro DS :30 Anthem
Eric & Kaitlyn's Story
The Orton's Story
To optimize the #EverydayDrivers campaign, social posts with our #EverydayDrivers and a series of everyday objects was created to gardner UGC content as well as create discussion. From inspirational quotes to funny drivers license pictures, responses were engaged and entertaining.