Esso hits the roads in China to reach truckers

<p>Esso recently went on the roads in China to promote its new heavy </p><p>duty diesel oils, XT1D and X1D, to Chinese truck drivers across the </p><p>nation. </p><p><BR><BR> </p><p>Two Esso-branded trucks visited more than 60 truck stops nationwide and </p><p>met about 80,000 drivers on the road from October to December last </p><p>year. </p><p><BR><BR> </p><p>McCann-Erickson Guangming dreamed up the campaign concept, which </p><p>included a show featuring games, music and interviews during the </p><p>tour. </p><p><BR><BR> </p><p>The Esso trucks followed two North-South routes, with one departing from </p><p>Urumqi and another from Harbin; the trucks visited a total of 23 cities </p><p>with up to four truck stops per city. </p><p><BR><BR> </p><p>Travelling 12,000 km on the roads, the Esso trucks staged 68 game events </p><p>and 6,500 drivers took an active role in the games. </p><p><BR><BR> </p><p>The three-month tour ended in Shanghai and Guangzhou. </p><p><BR><BR> </p><p>Results far exceeded Esso's anticipations, creating a database of 4,500 </p><p>local drivers. </p><p><BR><BR> </p>