PT Gas Station The Scary Road: Transforming Fear into Freshness
PT Gas Station has taken an innovative approach to highlight the freshness of its oil with the campaign “The Scary Road.” This unique marketing strategy uses fear-based storytelling, a method proven to capture robust consumer responses, especially in the context of Thai culture.
Background: Freshness Delivered Freshly
In an effort to communicate the key benefit of PT oil—its unmatched freshness—PT Gas Station aimed to engage consumers on social media in an unconventional way. The challenge was to make a seemingly mundane topic like oil intriguing and exciting. To achieve this, the campaign leveraged a culturally resonant theme: ghost stories.
Insight & Approach: Tapping into Cultural Fears
Thai people have a deep-seated cultural connection to ghost stories, especially when driving at night or going on road trips. The fear of ghosts is a topic that often sparks animated discussions during such journeys. PT Gas Station capitalized on this insight to create a compelling narrative around their product.
The Big Idea: Ghost Stories on the Road
The campaign transformed ordinary marketing messages into captivating ghost stories. By portraying other oil products as sources of terrifying road-life horrors, PT Gas Station emphasized that using their fresh oil could help drivers avoid these frightening experiences. The stories were presented in a vintage Thai ghost novel style, which resonated well with the audience and led to high engagement levels.
Execution: Fear-Based Marketing with a Twist
“The Scary Road” campaign used fear in a novel way to make a mundane topic like oil fascinating. The ghost stories were shared across social platforms, engaging users in a fresh and memorable manner. This approach not only captivated the audience but also turned PT Gas Station into a conversation starter within the oil industry.
Results: Unprecedented Engagement
The innovative campaign generated an impressive 2,225% engagement rate compared to the average Facebook Page video post engagement in Thailand for 2023. This high level of interaction highlighted the campaign’s success in creating a unique and engaging narrative that set PT Gas Station apart from its competitors.
Conclusion: A Fresh Approach to Marketing
PT Gas Station’s “The Scary Road” campaign is a testament to the power of creative marketing. By turning a routine topic into an engaging and culturally relevant story, PT Gas Station effectively communicated the freshness of its oil while resonating deeply with Thai consumers. This campaign not only boosted engagement but also showcased the brand’s ability to innovate and connect with its audience on a personal level.
The success of “The Scary Road” highlights the importance of understanding cultural nuances and leveraging them to create compelling marketing narratives. PT Gas Station’s approach serves as an example for other brands looking to differentiate themselves in competitive markets through creativity and cultural relevance.
