Esso Singapore Social
Passion fuelled by Esso Synergy™ fuels
Creating brand likeability and advocacy is challenging in a market saturated with daily fuel promotions. Brand sentiments are often tied to the ups and downs of fuel prices. Moving away from direct promotional content, the always-on social strategy focuses more on the interaction and engagement of the everyday Esso customers consumers and telling human stories that are fuelled by Esso.
The Approach
Singapore is known for being a progressive and ultra-modern society. However, scratching below the surface, there is a motoring community that is keeping a tradition very much alive.
Esso wants to shine a spotlight on these unique motorists and their beloved vintage cars and motorbikes. Ask any one of them, they’ll tell you that the beauty is in the details - this is very much like Esso, who cares about every detail of a motorist’s fuelling experience.
Each episode features a passionate classic car or motorbike owner, and the fascinating details they love about their collection.