Nikki Wicks
Aug 24, 2015

Total and Mirum get emotional with Vietnamese motorcyclists

VIETNAM - To build awareness and brand affinity in Vietnam’s crowded engine oil market, Total and Mirum tapped into the emotional connection of owning a motorbike in Vietnam.

Total: 'Time to Give Back to Your Bike'
Total: 'Time to Give Back to Your Bike'

Client: Total Vietnam

Agency: Mirum Vietnam

Market: Vietnam

Name of campaign: Time to Give Back to Your Bike

Campaign scope: Online film and street activation

Overview: One in two citizens owns a motorbike in Vietnam, and the engine-oil segment is highly competitive. Total wanted to raise the profile of its Total Hi-Perf Engine Oil among the country’s young adults with a campaign that would still appeal to older consumers. Mirum created a digital campaign supported by a street activation to get people talking and bring bike owners into stores.

The campaign centers around an online video about a man’s life journey with his motorcycle. We see him buying his first bike, driving off with his newlywed wife and bringing his baby home. A voiceover plays out like the man speaking to his wife, but then we wonder whether he’s talking to his motorbike. 

After the film launched, a team went to large car parks in Ho Chi Minh City, Hanoi and Danang to check out bike odometers, and leave gift vouchers and balloons that read “Give Back to Your Bike” on 20,000 bikes that had clocked over 20,000 kilometres. Bike owners could watch the video and find out more about Total at campaign booths set up at the parking lots during the event.

Total and Mirum: Time to Give Back to Your Bike

Press release statement:

Kevin Frot, creative director, Mirum Vietnam:

Our objective was to get an idea that make Vietnamese realize that their motorbike is much more than an everyday tool—it’s a reliable, lifelong partner, and it deserves the best care.

Ly Viet Vu, Managing Director, Mirum Vietnam:

In a saturated and very functional market such as lubricant, an emotional approach was risky, but we felt it represented an opportunity to create and take a territory not held by competitors. We’re excited to help Total to become a market challenger and excited to see how far we can explore this new territory. 

A viewer of the film (which drew 500,000 views during a four-week campaign):

The video makes me really think about how badly I treat my motorbike. It’s been a long time I haven’t changed oil and maintained it. I realized that my bike is the one who serves me every day, becomes the reliable partner in every mile of my journey, goes through all the weather and emotions with me without complaining. My motorbike, I’m sincerely sorry for you.

Campaign Asia-Pacific's comments:

To understand this attempt at an emotional approach to motorcycling, one would need to have an understanding of Vietnamese motorcycle culture. With so many people owning—and relying on—motorbikes in Vietnam, it's the mode of transport that keeps the country moving. So while this campaign might not resonate with those outside of Vietnam, it's easy to see how this attempt at a heartfelt message would connect with its intended market. 


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