WD-40 is ubiquitous for solving all kinds of problems, but consumers who don’t fix cars for a living are less likely to purchase the product, simply because they don’t understand how it can help with their (highly specific) problems. To play into WD-40’s thousands of uses, we built a campaign that demonstrates just how many people benefit from WD-40 every day.
WD-40
To begin our campaign, we would launch a series of unique billboard ads clustered tightly together, so that people driving by would see several miles worth of WD-40’s benefits.
“The only solution that works on a chef’s faulty can opener and Santa’s sleigh.
WD-40’s unique formula makes it the perfect fit for problems with no perfect solutions. Whether you’re getting peanut butter out of a golden retriever’s fur or spraying down rockets for atmospheric flight, chances are you’ve needed (and probably used!) WD-40 at least once in your life.
Something needs to move and it isn’t? WD-40.
Something is wet and it shouldn’t be? WD-40.
Something is stuck in a place where it’s not wanted? It has to be WD-40.
Just about the only thing it can’t do is make things stay put (the story goes that’s what duct tape was invented for).
If there’s a problem that exists, then there’s a strong chance that WD-40 is the solution.”
We would also place ads into many different kinds of magazines with various target audiences, playing into WD-40’s all-around use by many different kinds of people.
Out-of-home ads would be placed in areas with high commute and high job diversity, targeting many types of consumers with one just one ad.
Finally, to play into our concept of WD-40 being essential for many different types of people, we would launch limited-edition cans of WD-40 dressed as the people that use them.
Emma Harden - Copywriter
Chris Schmidt - Art Director