Mobil 1: new brand platform
driving stand out in the sea of sameness
Consumer & Culture Context | Campaign Strategy |
The Challenge
Stand out in the heavy sponsored world of motorsports sponsorship to show how integral Mobil 1 is to their motorsports partners.
The Work
Mobil 1 wanted to tell their story of how one of the longest standing brands in motorsports create impact for their partners, which has seen them involved in multiple wins and championships from F1 to Nascar.
In the sea of sameness of motorsports content and comms, I developed a strategy to help us create a new motorsports platform for Mobil 1, to stand out and articulate the philosophy of the brand that loves movement and helping people move better, whether you’re Max Verstappen or Megan Smith.
The brand needed to communicate their difference against the competing sponsors and show why they are more than a logo to their partners. It was also important to make consumers aware of what Mobil 1 does on the track, has an impact on the product for the road vehicle, a connection that isn’t always clear in the consumers eyes. The platform had to work across all key markets globally and across each motorsports partnership from F1 to Nascar, Moto GP to Le Mans and beyond.
The global launch of this platform is happening in August 2024.
In June 24 we launched a documentary style film that told the technical story of the brands partnership with Oracle Red Bull Racing, called Chasing Perfection which goes into detail with both organisations and explains how crucial the role of Mobil 1 is in helping ORBR succeed in F1.
The Role I Played
Led the brand strategy, creative brief and comms planning for the new global platform and asset development from launch films to content series and social content. I was involved in various global and local stakeholder sell in to promote and get markets behind the new brand platform.
The Impact
Launch Film: Live August 24
“I worked with Warren to help Mobil 1 create a new strategic and creative global brand platform and assets for their various motorsports partnerships. Warren lead the strategic thinking helping to identify a unique point of difference to all the other motorsports sponsors for the Mobil brand. From that unifying strategy we developed various communications assets that bridged all of the different motorsports partnership Mobil is involved with globally. Warren is a great guy; super-smart and fun to work with.”
Nick Morrell, Business Director, TBWA
