Over 80 thousand drivers took the ad. Over 80 thousand cars are under Esso's care.

For the first time ever a newspaper cover was printed on a flannel material. And the ad itself became another car item. To increase the idea’s effectiveness even more, it was essential for us to choose the right media format for the whole concept. We added the flannel patch on a free daily newspaper, and it was distributed to the drivers. The action happened in strategic locations, respecting the relationship between the points with higher traffic-jam levels and their proximity to the ESSO gas stations.

Our objective and biggest challenge was to link Brazilians' passionate behaviour to the ESSO brand. The average Brazilian citizen sees his/her car not just as a mean of transport. It’s indeed part of the family. So much so that the care they give to the car goes far beyond just checking the tires or changing the oil. Besides the air fresheners and the seat covers, it’s normal to always have an orange flannel patch on the glove box. Used to clean the wheel or the dust from the dashboard or remove the blur from the windshield when it’s raining, the flannel patch is a symbol of caring and regard from the driver about his car. The idea was use this symbol to print a newspaper cover on a flannel material and transform it into a car item.