The "Ride for Legends" campaign by Total, executed through WATConsult in 2018, leverages the brand promise of TOTAL Hi-Perf Motorcycle Engine Oil to enhance the riding experience by making it not only enjoyable but also meaningful. The campaign positions the brand as a facilitator of authentic journeys, emphasizing endurance and reliability while elevating the cultural and social relevance of motorcycling. By showcasing unsung heroes who have positively impacted their communities, the campaign aligns Total’s product attributes—performance and trustworthiness—with values of social contribution and inspiration.
The market strategy hinges on an insightful narrative approach that intertwines motorcycling with storytelling. Targeting motorcycle enthusiasts and the digitally engaged youth demographic in India, the campaign utilizes moto-vloggers collaborating with an established platform, Powerdrift, to create credible and relatable content. This co-creation with influencers ensures authenticity, tapping into viewers’ affinity for real-life stories and community heroes. The episodic video series format offers sustained engagement, while distribution via YouTube and Voot leverages popular digital channels favored by the target audience. Through this creative angle, Total transcends traditional product communication to forge an emotional connection, fostering brand loyalty by associating the act of riding with discovery, social awareness, and personal relevance.
FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall.
Ride for Legends centers its narrative around four moto-vloggers, notably featuring popular figures like MSK Vlogs in collaboration with Powerdrift, a renowned YouTube channel. The campaign enlists these recurring digital personalities as both discoverers and narrators, leveraging their established fan base and relatable presence for brand association. Rather than resolving a story via the product or dramatizing a problem/solution, the campaign’s creative device relies on the consistent involvement of these influencers, embodying the ongoing characters/celebrity format.
ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats
1. Castrol – Market Positioning
Castrol positions itself as a premium and technologically advanced lubricant brand, emphasizing high performance, engine protection, and innovation. It appeals to both everyday users and motorsport enthusiasts by offering a wide range of synthetic and mineral oils tailored for different vehicle types, backed by decades of motorsport heritage and R&D.
2. Shell – Market Positioning
Shell leverages its global scale and expertise to position itself as a reliable and trusted lubricant provider focused on engine cleanliness and fuel efficiency. Their products are marketed with a science-driven approach, catering to performance, longevity, and environmental considerations for motorcycles and other vehicles.
3. Motul – Market Positioning
Motul differentiates itself as a high-performance lubricant brand deeply rooted in motorsports and racing culture. It targets serious motorcyclists and enthusiasts by emphasizing cutting-edge synthetic formulas designed for superior protection under extreme conditions, making it synonymous with premium quality and performance.
4. Gulf Oil – Market Positioning
Gulf Oil emphasizes value-driven solutions with a balanced mix of quality and affordability for various segments of the automotive market. It markets itself as a dependable brand offering effective engine protection and smooth rides, focusing on reaching a broad customer base in emerging markets like India.
5. Indian Oil Servo – Market Positioning
Indian Oil Servo leverages the strength of India’s largest oil company by offering extensive distribution and comprehensive product range. It positions itself as a cost-effective, widely accessible lubricant brand that provides reliable engine protection and fuel efficiency suitable for both daily commuters and commercial vehicles.
Q: What is Ride for Legends about?
A: Ride for Legends is a 2018 campaign created by WATConsult for Total, targeting the Indian automotive market. The central idea revolves around a digital video series where four moto-vloggers, in collaboration with the popular YouTube channel Powerdrift, set out to discover and share the stories of unsung heroes across India. The campaign positions Total Hi-Perf Motorcycle Engine Oil as a brand that not only enhances the riding experience but also brings deeper meaning to each journey by highlighting individuals who have made significant contributions to their communities.
Q: What creative device does Ride for Legends use?
A: Ride for Legends employs the ongoing characters or celebrities format, classified as FORMAT#8 in Clapboard's 12-format taxonomy. The campaign centers its narrative around recurring moto-vloggers, notably featuring personalities like MSK Vlogs, who serve as both discoverers and narrators. By leveraging these established digital influencers and their fan bases, the campaign ensures consistent brand recall and authenticity, using their journeys to connect viewers with inspirational stories rather than relying on traditional product demonstrations or problem-solution storytelling.
Q: What is the campaign proposition for Ride for Legends?
A: The campaign proposition for Ride for Legends is to position Total Hi-Perf Motorcycle Engine Oil as a facilitator of authentic, meaningful journeys, aligning the brand with values of endurance, reliability, and social contribution. By targeting motorcycle enthusiasts and digitally engaged youth in India, the campaign uses credible moto-vloggers and a narrative-driven approach to foster emotional connections. Through stories of community heroes, Total aims to transcend traditional product messaging, building brand loyalty by associating riding with discovery, inspiration, and positive societal impact within the automotive category.
Q: How does Ride for Legends rank in Clapboard's archive?
A: Ride for Legends holds a Clapboard Campaign Score of 79/100 in Clapboard's global ad archive. This score reflects the campaign's creative ambition, execution quality, and cultural relevance, recognizing its effective integration of branded content, influencer collaboration, and community-driven storytelling within the automotive sector.
Q: Who are the competitors in Total's category?
A: In the automotive lubricant category, Total competes with several key brands. Castrol is positioned as a premium, technologically advanced choice emphasizing high performance and innovation for a broad user base. Shell leverages its global expertise to focus on engine cleanliness and fuel efficiency with a science-driven approach. Motul is deeply rooted in motorsports, targeting enthusiasts who demand superior protection under extreme conditions. Gulf Oil offers value-driven solutions balancing quality and affordability, particularly in emerging markets like India. Indian Oil Servo stands out for its extensive distribution and cost-effective, reliable engine protection, appealing to both daily commuters and commercial vehicle operators.
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