Kunlun Lubricant Wins the IAI International Advertising Award

On September 8, the 2020 IAI International Creation Festival and the 20th IAI International Advertising Awards ceremony were held in Beijing. Kunlun Lubricant's "Brand Experience Day" large-scale event marketing campaign won the bronze award of the IAI International Advertising Awards, making it the only winning brand in the petroleum and petrochemical field.
The IAI International Advertising Awards is jointly hosted by the China Advertising Association of Commerce, the School of Advertising of the Communication University of China and the IAI International Advertising Institute. It is a heavyweight award in China's advertising and marketing field, attracting hundreds of enterprises to submit several thousand works for evaluation every year, and is a bellwether reflecting the highest level and trends of domestic advertising creativity and effective marketing.
With a bold yet prudent approach to innovation, Kunlun Lubricant created a large-scale brand event marketing case featuring a real experience, simultaneous action across 14 cities and combined online and offline activity, standing out from more than a thousand entries. Below, let us review the three innovations of the "Kunlun Lubricant Brand Experience Day".
1. Simultaneous action across 14 cities, singing "My Motherland and I"
Taking advantage of the 70th anniversary of the founding of the People's Republic of China, on May 11, 2019 Kunlun Lubricant sang "My Motherland and I" simultaneously in 14 cities where its branches are located, including Sanlitun in Beijing, Global Harbor in Shanghai and Victoria Plaza in Guangzhou, to celebrate the motherland's birthday. The song was partly adapted in the currently popular rap style, incorporating Kunlun Lubricant's glorious history of producing the first drop of lubricant for New China and supplying oil for China's high-speed rail, the Liaoning aircraft carrier and National Day parades, which inspired the patriotic feelings of the audience on site.
At the same time, it was the first time that branch companies in 14 cities participated together and self-media in 14 provinces spoke out together, drawing a great deal of attention and participation from fans and audiences. The event attracted the attention of authoritative media such as People's Daily, and the Kunlun Lubricant flash-mob performance team was invited to perform on the stage of People's Daily's "Running China", increasing brand exposure.
2. Experiential marketing bringing consumers closer
At the event site, traditional preachy marketing was set aside in favour of offline pop-up stores that stepped into public life, popularising lubricant knowledge imperceptibly through rich content and interesting formats, letting consumers personally feel that lubricants are right beside us and closely related to our lives. It conveyed the perception that lubricants are "everywhere", narrowed the distance between Kunlun Lubricant and consumers, and increased the audience's affection for the domestic brand.
Internet celebrities were also invited to take part in the event on site and to livestream in real time to capture online traffic; a four-hour livestream drew nearly 30 million views, related videos reached more than 5.51 million reads and cumulative likes exceeded 160,000. The event succeeded in popularising lubricant knowledge with the public and exploring fashion elements together, helping people realise that lubricants are right beside us, lubricating every aspect of our lives.
3. Closely linked steps, striking out with combined online and offline efforts
The whole campaign was closely linked, striking out through a combination of online and offline efforts and working with online platforms such as Tmall and JD.com to combine brand promotion with sales execution, achieving effective conversion from marketing to sales.
At the start of the campaign, interesting articles explained the application of lubricants in daily life, raising public awareness of lubricants and conveying the idea that lubricants are everywhere. Next, lubricants were associated with the trendy location Sanlitun, and the development of Sanlitun's trend culture was interpreted in an entertaining way to spark public curiosity about the event. Continuous teaser posters released one information point each day, peeling back the veil of the event layer by layer and successfully gaining it a great deal of attention. During the event, offline experiential marketing carried the online traffic, connecting online and offline, authoritative media endorsed the products, and traffic was directed to e-commerce platforms to realise marketing conversion.
The innovative marketing approach, full mobilisation of resources and multi-city offline simultaneous action formed closely linked steps that created hot topics, strengthened the audience's awareness of the brand, drove product sales and ultimately achieved the integration of brand and performance. Winning the IAI International Advertising Award is strong recognition of Kunlun Lubricant's continuous breakthroughs in marketing creativity and effectiveness.
Kunlun Lubricant will continue to uphold the brand philosophy of "military-grade quality, a pillar of the great nation", devote itself to building an international lubricant platform, develop China's lubricant business, promote the leapfrog development of domestic lubricants, and strive to build a world-class digital and intelligent high-tech enterprise with the best brand and the best returns.