PT Station: Car Opinion Leader

THE WORLD’S FIRST CAR OPINION LEADER
“It’s not just KOLs, it’s Car-OL.”

CHALLENGE
Oil brands love KOLs. Celebs, influencers, reviewers—everyone’s been there, done that.
But when every brand screams “Our oil is the best!” through the same human influencers, how could PT, the market leader, break out of the echo chamber and keep things truly fresh?

IDEA
LET THE CAR DO THE TALKING.
Instead of hiring yet another human influencer, PT handed the spotlight (and the steering wheel) to someone who actually uses oil every day—a car.
Meet Peter, the world’s first Car Opinion Leader (Car-OL). His name? A cheeky nod to “PT.”
Peter isn’t just a vintage ride with a cute face. He’s a sassy personality with strong opinions, dropping lines like:
“Only pump boys can truly fill me up.”
Or throwing shade at typical influencer content:
“So many quotes. That’s life cruising the highway.”

EXECUTION
To bring Peter to life, PT fused cutting-edge tech with human creativity:
AI-generated visuals created quirky, unexpected scenes—like Peter posing at gas stations, zooming through city streets, or flashing funny license plates—making his content fast, fresh, and visually disruptive.
Human copywriters gave Peter his witty voice, crafting punchy captions, sharp comebacks, and real-time comment replies that matched his “car with attitude” persona.
Together, AI and humans turned Peter into a true digital character that audiences couldn’t ignore.

RESULT
FRESHNESS DELIVERED TO THE KOL WORLD… WITHOUT USING KOLs!
Peter flipped the script on influencer marketing. PT launched the world’s first Car-OL, letting the real oil user—the car itself—become the influencer.
Social feeds lit up as people followed Peter’s adventures, his snarky takes on oil quality, and his hilarious pit-stop moments.
Peter didn’t just promote PT’s oil. He became the new face (or grill) of oil freshness.
Who needs influencers when your car’s got charisma?
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