BACKGROUND

ZIC was a well-established, high-quality product and Number 1 in Korea for decades, but remained under-marketed and undifferentiated in the highly consolidated Philippine lubricants market, which is dominated by established global and local brands. The challenge was to gain significant brand awareness among skeptical vehicle owners, and educate consumers on the technical value of ZIC's premium formulation and its No. 1 Korean ranking to build trust and preference strong enough to command a premium price point.

SOLUTION

ZIC sustained strong Out-of-Home (OOH) visibility to embed the brand into the everyday visual landscape and build baseline awareness ahead of the launch. 

The core of the campaign was the ZIC Protech Pitstop, a series of high-production, multi-day mall activations in key locations such as SM Mall of Asia and Ayala Malls Feliz. These events were intentionally designed to be experience-driven, not sales-driven, with objectives to drive brand awareness, educate on quality & leadership, and to reinforce premiumness.

RESULTS

The campaign successfully built ZIC’s digital community from zero to over 13,000 followers on Facebook, proving the activations translated physical engagement into a sustainable digital audience for ongoing communication. The high-value mall events generated significant foot traffic and direct product exposure, allowing thousands of consumers to experience the ZIC story and technical superiority in a memorable, low-pressure environment. This successful shift in brand perception, reinforced by continuous OOH and digital presence, also immediately impacted the sales channel.