The Brief

Mobil 1 wanted a way to connect with Advance Auto Parts shoppers with a drive to do things themselves for a DIY oil change special.

The Approach

We floored it with a campaign spearheaded by a video featuring NASCAR legend Tony Stewart showing off his competitive side—even if he only has himself to compete with. His involvement drew in a massive audience of fans and lent instant cred to our program, which saw a huge uptick in engagement and conversion than our more standard retailer-based activations. Playing off of his racing nickname, Smoke, we connected with shoppers that loved a little competition themselves and made tons of pit stops into AAP stores for our oil change special offer.