LOSE WEIGHT

TitleLOSE WEIGHT
BrandS-OIL
Product / ServiceS-OIL
CategoryA03. Ambient media: large scale
EntrantCHEIL WORLDWIDE Seoul, SOUTH KOREA
Entrant Company CHEIL WORLDWIDE Seoul, SOUTH KOREA
Advertising Agency CHEIL WORLDWIDE Seoul, SOUTH KOREA

Credits

Name Company Position
Kakyoun Park Cheil Worldwide Art Director
Thomas Hongtack Kim Cheil Wordwide Executive Creative Director
Jaehyuk Jang Cheil Worldwide Creative Director
Keetae Ryu Cheil Worldwide Junior Art Director
Changyun Baek Cheil Worldwide Art Director
Sunyoung Cho Cheil Worldwide Art Director
Eugene Park Cheil Worldwide Copywriter
Gregory Curley Cheil Worldwide Copywriter
Young Choe Cheil Worldwide Copywriter
Wonwha Chung Cheil Worldwide Account Director
Junghun Han Cheil Worldwide Account Executive
Sungsoo Chang Cheil Worldwide Account Executive
Seungwoo Son Cheil Worldwide Agency Producer

The Brief

The lighter they get, the better the gas mileage they will get. This is the current trend among the top car makers today. Whether it is performance based or cars made for those who want to drive a bit greener, each manufacturer spends millions of dollars to utilize their own highly-advanced technology and materials to shed weight and increase performance in the vehicles they produce. This of course comes at a cost for the consumer.

Creative Execution

Using the same principle of weight reduction to increase performance, we took a study performed at the University of Minnesota which revealed that those who weigh themselves everyday lost more weight than those who weigh themselves weekly. Our strategy and idea behind this study was to raise awareness amongst drivers the weight of their own car has an effect on the amount fuel they use. From golf clubs to camping equipment to a clutter of random objects, many drivers may not be aware of the additional weight adding up for things don’t use and its effect on fuel efficiency.

Describe the creative solution to the brief/objective.

First they measured the weight of the vehicles that came in for a fill up, without the driver noticing. Once the weighing and fueling process was completed, which didn’t take much time, S-Oil showed the car’s weight to each driver. When the car was over the recommended weight, S-Oil would ask the driver to check their trunk first. Here, to many of the owner’s amazement, they discovered many different things that added unnecessary weight to their vehicle, and many things that happen been left there for a very long time long forgotten.

Results

Once we applied this concept with weight reducing campaign the drivers who came in for a fill up got more than just fuel for their drive. They learned a new driving concept that will change their driving habits forever. Seeing how easy it was to shed some weight, they also learned about the financial benefits in doing so. Once they discovered when a car weighs 10kg less, the gas mileage improves by approximately 6%, that adds up to 90-liters a year. With 10 million cars on the road in Korea today, that would be an approximately $1,500,000,000 saved every year.