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