PT Gas Station: The Scary Road

Background
To effectively convey the key benefit of PT oil, which is freshness, we aim to communicate in a fresh manner across social platforms. But how did we build the excitement for a very 'mundane' topic?

Insight & Approach
Consumer response to fear-based marketing is robust. Considering the Thai context, the scariest thing for people are ghosts. And as Thai's behave, whenever we are going on a road- trip or driving at night, the topic of ghosts get discussed heavily in the car.

IDEA
Transform mundane messages into captivating ghost stories. By depicting other oil products as road-life horrors, we emphasize that using our oil ensures these frightening experiences are avoided. Incorporating a Thai vintage ghost novel style leading to a high level of engagement.

RESULTS
Introducing a unique conversation starter in the oil industry—utilizing fear-based marketing with a twist. Our ghost stories engage customers, fostering intriguing discussions and setting our product apart in a fresh and distinctive way. Generated 2,225% engagement rate VS Thailand
average Facebook Page video post engagement in 2023