The campaign - developed by DDB and media agency, OMD - coincides with a station renovation programme by the oil giant to sharpen up its image.
"ExxonMobil wanted to project to people that its petrol stations are safe and clean; that they are customer-oriented; and that they sell high-quality fuel, said OMD associate director, Alice Chow.
The ads represent a tactical extension of the DDB-created global campaign for ExxonMobil, 'We are drivers too', which was rolled out after Exxon and Mobil merged in 1999.
The objective of the outdoor execution in Hong Kong was to also promote the oil group's expanded network, as well as its new set of six fuel and loyalty cards.
DDB associate account director, Vickie Yip, said: "With the expanded Esso and Mobil fuel station network now in place, it was important to get across the consumer benefit that you could use your card in more locations than before."
Therefore, Yip added, the idea to "create the impression of an increase in the number of petrol stations was born.
Eleven 'stations' in all have been set up in high-traffic areas of Hong Kong Island and Kowloon to attract maximum visibility.
However, Chow said that the agency was careful to pick locations on routes where there weren't too many buses. "As our target audience are drivers, we didn't want buses or people queing up for buses to block their view. They are still high-traffic sites but the chances of obstruction are minimised."
