The Worlds Most Elite Car Care Takes Centre Stage.
The challenge
The Armor All Podium Series (tm) is a new F1-inspired car-care brand created in partnership between Armor All and Oracle Red Bull Racing. As a creative agency for Armor All, Refinery were challenged to create a unique and elite brand positioning for the Podium Series.
The strategy
To launch Podium Series with a bang, we needed a brand proposition that spoke of their expertise, winning formula and high-performance results. These three areas became the basis for our strategy.
1 - As two standard-setting leaders in their respective fields, Armor All and Oracle Red Bull Racing make an expert team.
2 - Inspired by the precision of F1, the technology and performance of the product make it a winning formula.
3 - Our audience of affluent car enthusiasts want to experience the feeling of victory.
After defining our brand strategy based on our key insights, the brand positioning was clear: Podium Series is the most elite car-care brand in the world with a formula like no other making you feel victorious.
The idea
Aligning to the brand’s essence of ‘feeling victorious,’ the brand launch campaign ‘Engineered for Exceptional Results’ successfully positioned Podium Series as the elite car-care brand. Sleek and dynamic, we additionally built on other agencies’ work to create a strong and dynamic look and feel that reflected the high-quality and high-performance of the products.
The execution
To build the Podium Series’ brand, we first established the brand strategy, refining the brand identity and developing brand guidelines. We helped to create a distinct look and feel for the brand with key brand assets and 3D renders to be used across all channels. From there, we moved on to create the social strategy and playbook.
For the brand campaign launch, we produced a hype-building sizzle video to entice and educate the trade as well as a series of how-to videos to inform and inspire our car-care enthusiasts. We also captured stills of dynamic product shots and in-the-moment shots of the products in action. We created everything from social and race reactive content, POS, events material, press, merchandise to ecommerce and digital content.
