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CHALLENGE YOUR LIMITS
CHALLENGE YOUR LIMITS
CHALLENGE YOUR LIMITS
CHALLENGE YOUR LIMITS
(01)
Project Overview
PSO is the nation’s leading energy company with a glorious history of fueling every sector of Pakistan’s economy since its inception in 1976. The purpose of our work together was to launch PSO Carient Fully Synthetic Motor Oil with OptiCore Technology. This new product triggered a complete rebrand to power PSO’s future.
| DETAILS | |
|---|---|
|
Type |
Event Launch |
|
Services |
Campaign Design, Dvc, Activation |
|
Contribution |
Creative Director, Ideation, Concept and Campaign Design |
|
Agency |
Convex Interactive |
(02)
Challenge
I received a shocking news from the team that the previous 30 pitch ideas were rejected by the client. The biggest challenge for me in this case was to demonstrate a concept that breaks through the conventional practice of fuel commercials that shoots a luxury car in a new driving scene every time. The brand needed to portray confidence, success, and power in its newest campaign without making is salesy in tone.
(03)
Evolvement
Every individual has a unique ability in them that they do not realize until it supports them to outperform in difficult situations of life. Similarly, the same concept was adopted for the campaign identity. When the car is positioned to have PSO Carient in it, it gives your engine the power and protection needed to outperform on the road.
Data Insight
Stakeholder Interviews
Strategic Workshops
Presented the following concept and treatment board to the client:
(04)
Solution
By layering a systematic and functional process that got to the hearts of the fans, my method strategically connected the functional features of the product with the driving journey abstractly. The process clarified the client’s vision and it turned out into a successful launch campaign. I moved away from the redundant and traditional approach towards the modern and minimalistic approach instead.
CLIENT TESTIMONIAL
(05)
Campaign Strategy
The strategy was to exhibit an extraordinary journey with the new Carient that assures the car’s engine stays top-notch delivering exceptional performance while ensuring fuel economy. The concept was to reposition the product as more than just a lubricant in the market; rather to make it a statement that announces the arrival of the future of automotive lubricants.
(06)
Verbal & Visual Identity
PSO has always been at the forefront of introducing new and advanced technologies in every sphere of its operations. Keeping in line with this tradition, I designed a fresh communication for the campaign identity, both functional and aesthetic in its nature for the fans. I identified and executed the vital pillars for conceptual planning: ambition, power, and performance.
Voice Persona
Key Messages
Copy Beats
Campaign Identity
Art Direction
Digital Design
(07)
Brand Activation
From strategy to key visual to activation, I assisted PSO with campaign assets from the scratch. This included art and creative direction across all major touchpoints so the brand had volume. My comprehensive art direction armed the team with a solid baseline to deploy the brand development across every communication channel.
Photography Themes
Social Media Assets
(08)
Impact
KPIs were to trend the PSO Carient to bring along awareness amongst the product.
Keywords also came on panel indicating campaign success in reaching out to a large set
of audience across the nation .