Challenge The market of lubricants sees a harsh competition among many strong rivals: Castrol, CALTEX, MOTUL, etc. Although Total Lubricants has been in Vietnam for over 20 years, consumers are still not aware of it and its products.

Idea We developed the Total Lubricant Facebook Fan Page – an “online community” to discuss lubricants, educate them about our products and give useful tips for audiences, especially the bikers.

Execution The Social Always On is a strategic tool to interact with our audiences regularly. Since the target audience are young men passionate about motorbikes and automobiles, we used a bold and strong voice with the sense of “brotherhood” in order to talk to them, as our tone and personality. Our intention is to let audiences willingly discuss and ask anything within the lubricant field, as well as specific to our products.