Multi-national energy company Chevron has appointed Auckland brand agency Radiation to redesign its Havoline brand for global use.
Building on a successful decade-long relationship with Chevron globally, the appointment will see Radiation producing brand and style guidelines for Havoline’s launch campaign in all markets this year.
The agency will also apply the new brand design globally, with special consideration for cultural differences including translation for the Chinese market and unique applications.
Radiation has worked with Chevron Global Brands on both its lubricant brands and internal communications projects for many years and has most recently helped position a new category of motor oil into the North American marketplace, and conceived all content for the digitally-led North American launch.
The launch of Chevron Delo’s 15w-30 Severe Duty motor oil was spearheaded by a myth-busters style stunt that created the ultimate tug of war, pitting a truck and a tugboat against each other.
“Radiation shot it in LA and hired the late Ice Road Trucker Darryl Ward as compere. The stunt attracted two million views on Youtube.”
Radiation shot it in LA and hired the late Ice Road Trucker Darryl Ward to compere the event. The eye-catching stunt (scroll down for the link) attracted over two million unique views on Youtube alone, and was covered by bloggers, opinion leaders and influencers globally.
Radiation’s lead strategist and storyteller Jill Brinsdon says she is thrilled with the win. “Chevron enjoys our ability to move fast as they respond to an increasingly dynamic marketplace. We understand regional nuances intimately as we’re not wedded to our own marketplace in a way the big US agencies often are.
“We’ve also created a reputation for ourselves as the go-to agency when there are complex global problems no one else can solve. This is what sees us immersed in Chevron’s internal global comms as well. It’s all storytelling,” she says.
Ex-Auckland Blues
Jill Brinsdon will continue as lead strategist/storyteller for Chevron, with the Chevron Havoline project being headed up by new recruit Mason Williams, who has just joined Radiation from client side, most recently the Auckland Blues.
- See the myth-busters stunt (well worth watching) here
- radiation.co.nz
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