As the audience base was broad, it was necessary to choose a medium that would literally travel well. Placing the message on the client’s own vans allowed it to be seen by a large number of people around the city. Furthermore, while ads on vehicles are common, it is rare to see hubcaps so well integrated as part of the message. Using the hubcaps in this unusual manner ensured that the message would grab attention.

Axe Brand Universal Oil is a popular remedy for quick relief from headaches and dizziness. The objective was to reinforce existing consumer recall of this product and also to increase awareness to new consumers.

The 12 delivery vans covered a large geographical area for a wide reach. Since the client owned the vans, media cost was virtually zero. One week after the launch, total reported sales increased by 35%, and a poll of the general population showed that 93% of respondents saw the ad.

The message was simple: Axe Brand Universal Oil offers fast relief from dizziness. Axe Brand’s own fleet of delivery vans was adopted as the medium, incorporating the hubcaps on the vans’ tyres. To visually communicate the sensation of dizziness, picture of a tortured man was placed onto the hubcaps, which spun when the van was in motion. Working in tandem with the text on the body of the van itself, the message was thus complete

Working on the basis that a large percentage of the consumer base is already aware of this product’s benefits, traditional media would result in consumer apathy and disregard. To overcome this inherent indifference towards the message, the strategy was to adopt the use of an innovative medium that was able to communicate the “dizziness” message. The chosen medium was vehicle hubcaps, which spun when the vehicle was in motion. Not only did this allow for a clear communication of the message, it also presented the brand personality as more fun and approachable.