Lead a trucking industry that's reluctant to change in the switch to a lower-viscosity oil, Guardol FE 10W-30.

Fleets have used the same oil for 40 years and are skeptical about how this newer oil will affect their engines.

So to drive home the importance of the move to lower-viscosity oils we used the metaphor of literally moving to a fictional trucking haven. Through a hyper-real 3D animated journey to Lower Visco City, we tell the story of the benefits of modern oil.

The campaign leans on simple and memorable word play to help initiate a conversation between sales reps and fleet owners about how moving to lower-viscosity oil can improve their operations.

Within this campaign’s audience, quality trumps quantity. Converting just a handful of pre-qualified leads over a long sales cycle (6–18 months) means significant volume sales growth.
⁃ We’ve delivered more than 115 marketing-qualified leads (MQLs), and partnered with the broader sales organization to convert those leads into sales with follow-up emails, phone calls, and product trials. 
⁃ The campaign has converted four major fleets to Guardol FE 10W-30, increasing industry adoption for the latest oil technology. Discussions are in progress with 19 additional fleets.