Oil also gives wings
Technology TBWA Switzerland stepped on the gas to find the limits of the challenge for Motorex.
Technology TBWA Switzerland stepped on the gas to seek out the limits of the challenge for Motorex. In the beginning was the word, it says in the Bible. Motorex's briefing for the advertising agency TBWA Switzerland was a little more unconventional. The Langenthal-based company Motorex supplies garages, workshops, tunnel builders, industrial companies, machine constructors and even farmers, bikers and motocross professionals with a range of more
than 1800 products from all areas of oil refinement. The company started out in 1917 with floor care products, developed into a traditional Swiss brand and is still able to hold its own internationally against oil companies such as Shell and BP.
The family business has now reformulated its image. A new corporate film was the ideal way to do this, as a kind of visualized vision of Motorex.
True to their "Disruption" strategy, TBWA's creative team spent a day in a workshop asking Motorex's top management about their position, goals and intentions. On the basis of this brainstorming session, the agency won Motorex's entire international advertising budget in a pitch in summer 2003. Since then, in addition to the corporate film, five advertising subjects, a comprehensive manual for the use of advertising materials at home and abroad and the 2005 edition of the traditional Motorex calendar have been created.
TBWA has formulated the convincing basic idea "Challenge the limits" as the claim for all measures. This addresses a demanding target audience and encourages them to test the limits and strive for the highest goals everywhere. And the oil for this naturally comes from Motorex.
"Challenge the limits" can be introduced and implemented in all areas: In internal objectives, in research and development, in production and distribution, in support. Challenge the limits" even makes sense for personal ambitions.
Motivate and stimulate
The claim will therefore be used in all Motorex communication media from this year onwards. And not only there. "Challenge the limits" must be inextricably linked with Motorex. "Every form of ambition, every record attempt, every increase in earnings should be supported by this slogan and motivated by Motorex," says CEO and strategist Markus Pekeler at TBWA.
The new corporate film shows what this means. It is neither a self-promotion nor a presentation of products, but an image film that radiates the highest level of competence, that motivates and inspires by not talking about products, but about needs, goals and challenges.
The film, in which the music is drummed on oil drums like in the stage show "Stomp", portrays people who are committed to top performance at Motorex and with products from this company - "Challenge the limits". "We also wanted to give employees a strong internal goal," says Account Director Niklaus Huwyler. On the other hand, this claim also demonstrates the desired promises for customers.
Agency wanted to go to the limit
In the same spirit, the series of advertisements and posters shows people taking on a major challenge together with a technical device. The claim "Challenge the limits" is supplemented with the message: "Whatever your challenges are: The oil for it comes from Motorex."
TBWA cleverly avoided using common motifs from the motor industry such as racing cars or the oil bottle in the hand of a pinup for these ads. "Challenge the limits" was also the advertising agency's motto. "The solution was found in emotional images that radiate the desired feeling of challenge without limits," says CD Oliver Schneider. "Playing up the trucker feeling of the truck driver" is another way of putting it.
All the subjects were photographed especially for the campaign. In each advertisement, however, several shots were electronically combined to create a single one of these dream images. The advertisements are used nationally and internationally in around fifty countries in various formats in the trade and consumer press.
"Challenge the limits": Advertisers also take off with Motorex.
Andreas Panzeri
than 1800 products from all areas of oil refinement. The company started out in 1917 with floor care products, developed into a traditional Swiss brand and is still able to hold its own internationally against oil companies such as Shell and BP.
The family business has now reformulated its image. A new corporate film was the ideal way to do this, as a kind of visualized vision of Motorex.
True to their "Disruption" strategy, TBWA's creative team spent a day in a workshop asking Motorex's top management about their position, goals and intentions. On the basis of this brainstorming session, the agency won Motorex's entire international advertising budget in a pitch in summer 2003. Since then, in addition to the corporate film, five advertising subjects, a comprehensive manual for the use of advertising materials at home and abroad and the 2005 edition of the traditional Motorex calendar have been created.
TBWA has formulated the convincing basic idea "Challenge the limits" as the claim for all measures. This addresses a demanding target audience and encourages them to test the limits and strive for the highest goals everywhere. And the oil for this naturally comes from Motorex.
"Challenge the limits" can be introduced and implemented in all areas: In internal objectives, in research and development, in production and distribution, in support. Challenge the limits" even makes sense for personal ambitions.
Motivate and stimulate
The claim will therefore be used in all Motorex communication media from this year onwards. And not only there. "Challenge the limits" must be inextricably linked with Motorex. "Every form of ambition, every record attempt, every increase in earnings should be supported by this slogan and motivated by Motorex," says CEO and strategist Markus Pekeler at TBWA.
The new corporate film shows what this means. It is neither a self-promotion nor a presentation of products, but an image film that radiates the highest level of competence, that motivates and inspires by not talking about products, but about needs, goals and challenges.
The film, in which the music is drummed on oil drums like in the stage show "Stomp", portrays people who are committed to top performance at Motorex and with products from this company - "Challenge the limits". "We also wanted to give employees a strong internal goal," says Account Director Niklaus Huwyler. On the other hand, this claim also demonstrates the desired promises for customers.
Agency wanted to go to the limit
In the same spirit, the series of advertisements and posters shows people taking on a major challenge together with a technical device. The claim "Challenge the limits" is supplemented with the message: "Whatever your challenges are: The oil for it comes from Motorex."
TBWA cleverly avoided using common motifs from the motor industry such as racing cars or the oil bottle in the hand of a pinup for these ads. "Challenge the limits" was also the advertising agency's motto. "The solution was found in emotional images that radiate the desired feeling of challenge without limits," says CD Oliver Schneider. "Playing up the trucker feeling of the truck driver" is another way of putting it.
All the subjects were photographed especially for the campaign. In each advertisement, however, several shots were electronically combined to create a single one of these dream images. The advertisements are used nationally and internationally in around fifty countries in various formats in the trade and consumer press.
"Challenge the limits": Advertisers also take off with Motorex.
Andreas Panzeri
