Chevron launches new ad campaign for Delo

The campaign is part of a global branding exercise to position Delo as the premium brand offering exceptional protection for all diesel engine parts, and in turn, providing its customers with the confidence they need to run their business successfully.

The new campaign will run in the Thailand, Philippines, China, Malaysia, and New Zealand starting July and will include print ads in national news dailies and trade publications, as well as selective radio broadcasts. The campaign will also expand to other media, including point-of-purchase, collateral and banners.

The "Parts" campaign will feature a series of ads that will focus on Delo’s Family of Products, Fuels Economy, ISOSYN® Technology and Multigrade products. The ads will introduce characters resembling shiny engine parts to differentiate from its competitors and help drive the company’s positioning to target users on a functional and emotional level.

"The intent was to humanize the parts and to convey the confidence felt by Delo customers. When shown the ads, customers understood the positioning almost immediately, commenting that 'the “Parts” guys seem pleased to be getting the right oil'," said Ben Chao, Regional Marketing Manager, Asia Pacific, Chevron Global Lubricants.

"The campaign will help differentiate the brand from its competitors and enable us communicate the benefits of using Delo products in a much more engaging manner."

"For transportation professionals, who need to deliver in the face of today's uncertainties, Delo is the only brand of premium commercial lubricants and coolants, which has the proprietary ISOSYN technology that gives them the protection and confidence to be successful," Chao added.

Delo's product line features engine oils, greases, gear lubricants, and transmission fluids formulated with ISOSYN technology. ISOSYN technology combines highly refined base oils with advanced additives to create products that rival synthetic lubricants in critical performance tests.

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Credits: JRC