Racing Passion Powered by Mobil 1

Concept Design was selected as the lead agency directing this global program to explore increasing the presence of Mobil 1 in Japan.
Reignite brand awareness in the recently untouched segment of grassroots racing (GRR) as part of a global initiative by ExxonMobil.

Campaign Adaptation & Localization

  • Research led the project in building a profile of the racing world and the changing values, images and stereotypes of both racing and driving in Japan.
  • Develop key content aligned with the brand image focused around use of recognized Experts with experience in PerformanceTuning and Technique

Brand Positioning

Research-driven insights established the messaging to core and wider audiences of auto enthusiasts and motorsports fans

Integrated Marketing

Creative thru-the-line media and events to maximize online + offline engagement with the grassroots customer journey profile

Retail Activation

Integration of drive-to-sales with activation at key retail auto supply shops through POS and mobile QR Codes

Market Research

Ethnographic research of racers, mechanics and the relationship dynamics involving oil and maintenance.

Content Development

Creative direction aligning global copy and graphics with localized messaging for logos, slogans and taglines online, retail and events. 

Event Sponsorship

Inclusion of circuit racing event and national racing series backed by consumer promotions, recruitment and key sponsorship programs.

Media Engagement

Positioning the brand as a dedicated partner in the world of racing culture was supported with a media outreach program securing placement in the most notable consumer magazines in Japan.