Take location. While geotargeting makes perfect sense for a convenience store like 7-Eleven or even an oil change franchise like Jiffy Lube, also owned by Shell, location poses a potential conundrum for a brand like Pennzoil.
“We don’t want to give someone an alert when they drive past an outlet because they might not be interested in hearing from us for another six or eight months. And if we miss somebody by just a week, then we might have missed the consideration window for an entire year,” Kooyman said. “That sort of application only works for the right product or service.”
Which is why it might make sense for Pennzoil to put content in the driver’s seat. Users can access Pennzoil’s YouTube channel through its app, but Kooyman is looking to do more.
For example, a new automotive specification for car motor oil known as GF-6 will soon require manufacturers to produce lower-viscosity, more fuel-efficient oil. It’s a big deal for people in the know and auto aficionados will want to be fully informed about what this means for their cars.
Pennzoil could use its app as a way to position itself as an educational resource for its power users, aka the DIY set who likes to change their own oil as opposed to using a dealership or a getting a mechanic to do it. [Pennzoil refers to the latter group as the DIFM – for “do it for me” – crowd.]
The brand is also changing the way it thinks about advertising content. Pennzoil recently collaborated with its agency of record, JWT Atlanta, to create a high-octane 90-second film featuring stunt driver Rhys Millen burning rubber through the empty nighttime streets of Cape Town, South Africa, in a yellow Dodge Challenger Hellcat.
Rather than developing an ad for TV and thinking about how to parse it for digital after the fact, the spot was designed to live primarily on YouTube and Facebook.
“Historically, we’d make a commercial and then adapt it to to the Internet, but we’ve flipped that around,” Kooyman said. “We designed the spot as a long form piece for the web and, secondarily, we have 30- and 15-second versions to go along with it. It may sound obvious now, but it’s been a complete mindshift for us.”
There’s also been a mindshift among Pennzoil’s customers.
“We want to speak with our consumers in the mobile channel, because that’s simply where we are,” Kooyman said. “We have a solid team of people, including our agency partners like JWT, helping us meet that need, but we’re not all the way there yet in terms of our mobile capabilities as an organization. We want to lead with mobile, but we’re at an inflection point.”