Results and Effectiveness

With S-Oil’s Good Oil Tag, a driver who based their a/c usage with the globe indicator could see a 5% increase in gas mileage per tank, with toxic emissions being reduced by an approximate 12%. With the increase of cars on the road and temperature in Korea, it’s quite a challenge for drivers to bear through the summer heat without a/c. The Good Oil Tag was a simple solution to help drivers drive in comfort and more efficiently.

Creative Execution

When cars came in for fuel at an S-Oil station, an attendee would attach the Good Oil Tag on the vehicle’s rear-view mirror, much like an air freshener. The attendee would also explain how the ideal temperature of 25C (77F) would benefit both the driver and environment, while keeping everyone in the car comfortable. With the tag in the shape of the planet Earth, if the temperature dropped below the ideal temperature of 25C, the continents on the tag would disappear. If the temperature rose back to 25C, the continents would reappear showing the planet in a better state which would help the occupants to be aware and more energy savvy while driving in the summer

Insights, Strategy and the Idea

With summer already here in South Korea and temperatures soaring up to 40.2 C (104 F) air conditioning usage in offices, homes, and automobiles will be expected to be used at the annual high, which all has a negative effect on energy conservation and the environment. At S-Oil we developed the Good Oil Tag campaign to educate drivers on how a simple and minor adjustment to their automobile air conditioning habits can save fuel, money, and better the environment. Our simple and easy-to-use temperature tags was designed to help drivers beat the summer heat in a more energy conscious way.