"ExxonMobil's Garage Beats: Embracing Youth Consumers Through Music"
Connecting with the Next Generation Through Musical Innovation
Strategy
Brand Strategy
Services
Campaign
Client
Exxonmobil link
Challenge :
Music holds a significant place in Indonesian culture, reflecting a deep-seated passion among its people. To align motorcycle lubricants with this cultural passion, the challenge was to encourage enthusiasts to express their love for music through unconventional means:
creating melodies from the sounds of tools and motorcycles. This innovative approach not only highlighted the versatility and performance of the lubricant but also engaged consumers in a creative and memorable way. By tapping into Indonesia’s strong affinity for music, the campaign effectively bridged the gap between a functional product and cultural relevance, fostering a deeper connection with the target audience. This strategy not only showcased the brand’s ingenuity but also underscored its commitment to understanding and embracing local passions.
Solution :
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In conclusion, ExxonMobil’s Mobil Garage Beats campaign leveraged Indonesia’s profound affinity for music to forge meaningful connections with consumers. By collaborating closely with Indonesian composers and musicians, including notable figures such as Andi Rianto and popular bands like Andra and The BackBone, Rizky Febian, as well as up-and-coming talents such as Kevin Widaya, Reza Alwin, KAMILA, Vadi Akbar, and RR Widya, the brand successfully tapped into the cultural pulse of the nation.
This strategic initiative not only created unique musical experiences but also resonated deeply with the audience, enhancing brand engagement and relevance. By aligning with influential public figures who are also key influencers, ExxonMobil effectively amplified the reach and impact of the campaign. Mobil Garage Beats exemplifies how a brand can authentically connect with consumers by celebrating shared passions and fostering memorable moments that resonate long after the campaign’s conclusion.
Result :
The results were significant, with Mobil Garage Beats achieving a total reach of 10.3 million and generating 38 million impressions on Facebook and Instagram. Additionally, the campaign garnered 2.6 million total reach and 3.6 million impressions on YouTube. These metrics underscore the campaign’s success in engaging Indonesian consumers through their shared love for music, demonstrating how ExxonMobil leveraged cultural passion points to strengthen brand relevance and foster meaningful connections with its audience.#Melindungi sepenuh hati