powerful.

How do you get a small universe of prospective users — users extremely loyal to more established products — to notice and remember your brand? We partnered with the top publication in the industry, created a go-to website and promoted it with an attention-grabbing campaign that featured an affinity-based sweepstakes giveaway our target audience couldn't ignore.

And they noticed. From the small target universe, we gathered more than 1,200 qualified entries per month to start CITGO’s database, we delivered a 10% increase in LubeAlert enrollment (CITGO’s proprietary oil analysis program) and propelled CITGO into the top eight brand names — an improvement from not being in the top 12 during the first benchmark study.

CITGO had lots of irons in the fire. Different product lines. Different sponsorships. Different target audiences. We did some great advertising for a lot of them.

People get picky about their cars, as we showed in this spot that reminded viewers it was time to change their oil.