Use in case of anything.
This campaign positions WD-40 as the emergency fix — not just for obvious mechanical problems, but for the unexpected, everyday messes that sneak up on all of us. With a visual twist on the iconic red cap (now a red alarm light), we signal that this can is always on high alert. Through exaggerated “Danger” headlines and a clean, packaging-inspired visual system, we reframe WD-40 as a single formula that protects, frees, stops, and removes thousands of ordinary and sometimes extraordinary problems.
Billboard ads are very useful for this campaign because it can connect the viewer’s vehicle to WD-40’s common use for mechanical fixes. In addition, this billboard will be equipped with rust detectors so that the emergency light goes on when rust is found in passing cars.
To relate to unexpected uses for WD-40, this experiential advertising plays on emergency vehicles. The WD-40 emergency van will be available for a limited time to deliver WD-40’s in case of an emergency when you call this number: 1-800-WD40-NOW.
For a product redesign, we want to add the red light concept to the physical packaging. By making the lid a shiny or reflective material as opposed to the typical matte plastic, the packaging will directly correlate to our campaign and be even more memorable for consumers when they see WD-40 in stores.
To attract a different audience in Gen Z, social media is essential. The attention-captivating red alarm light and siren sound will cut through the overflow of media served to users and in turn attract clicks and influences from various users who may have never opted for or even heard of WD-40.
Radio/audio advertisements are useful in our pursuit to have the ads relate to the medium in which they are being delivered to consumers. Radio ads can relate to the conditions of the car like this one relates to the necessity of a clean windshield for safe driving.
Transits ads were perfect for showcasing one of the most unusual yet useful fixes that WD-40 can provide. WD-40 can free your shoes from sticky situations they may step into along your commute and the revolving red light atop the transit ad will make sure you know it.
As unexpected as its uses can get, a lot of them are found amongst home improvements. Placing WD-40 ads in home decor or renovations magazines can introduce WD-40 to new consumers who don’t even know why they need it yet.