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STP
STP & Go

RAN IN: United States

CLIENT
Armored Auto Group

Jonathan Puluga - VP, Mktg.
Jamie Kistner - Sr. Brand Manager

AGENCY
DDB San Francisco *Lead Agency

Lisa Bennett - CCO
Stacey Grier - Chief Strategic Officer
Jim Bosiljevac - Creative Director, Copywriter
Jenny Leonetti - Group Acct. Director
Billy Leyhe - Copywriter
Stephanie Ouyoumjian - Planning Director
Nicole Schultz - Art Director


OMD

Kari Seitz - Managing Director


SUMMARY

STP is an American icon. But after years of virtually no advertising support, the old red, white and blue was beginning to fade. Our challenge was to rev up the brand's product perception and grow sales. The STP & Go campaign highlighted a simple, universal truth with car guys: the moment that counts is when you step on the gas. Not only did we see an increase in sales, the category grew by 3%, dollar sales were up 27.8% and online conversations around STP nearly doubled.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Radio, Interactive, Social Networking Sites/Applications, Mobile/Tablet, Sponsorship

Audience: Men

Objectives: Market share - increase

Type: Business to Consumer

Classification: National

Language: English