NEUTRAL STICKER

Silver Spike

Case Film

Presentation Board

TitleNEUTRAL STICKER
ClientS-OIL
Product / ServiceS-OIL
CategoryA04. Best Use of Ambient Media: Small Scale
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA

Results and Effectiveness

Putting your car in neutral can save 4.8cc of oil per minute and 15 dollars a month, which saves fuel up to 30% compared to idling in D-drive. Neutral Sticker have saved drivers’ gas expenses through a new and interesting method. S-oil, the oil seller gained the impression of an oil-saving company. Through Neutral Sticker, the public is directly engaged with S-oil’s identity. Taking action for a better world. Save oil

Creative Execution

Put your car in neutral while waiting at a red light. The idea is simple a neutral sticker. Fuelling customers get neutral stickers on their cars. Driver can't see it while driving because it's blown back by the wind, but when waiting at a red light it comes down and become visible. Putting your car in neutral is a good habit that protects our environment.

Insights, Strategy and the Idea

Cars stop at an intersection for approx. 1 minute, an average car goes through 63 traffic lights a day. These are the main reason why a ride that should take 10 minutes turns into a 1-hour journey. Cars eat up gas not only while driving but while being stopped by a red light as well. If gear is in drive mode, 19.8cc is used, when neutral, 15cc.

Credits

Name Company Position
Inmyoung You Cheil Worldwide Account Executive
Yusok Jung Cheil Worldwide Account Director
Seongphil Hwang Cheil Worldwide Junior Art Director
Keetae Ryu Cheil Worldwide Junior Art Director
Kakyoun Park Cheil Worldwide Art Director
Thomas Hongtack Kim Cheil Worldwide Executive Creative Director
Jeongkeun Yoo Cheil Worldwide Chief Creative Officer