Kixx, a lubricant brand under GS Caltex, launched a campaign in Vietnam. The initiative aims to refresh the brand's engagement with users by drawing parallels between concepts like friction and resistance in engine operation and everyday life.
The campaign is integrated across digital platforms: Facebook, YouTube, TikTok, and the official website. Kixx also utilizes urban touchpoints such as office screens, GS25 convenience stores, and VOV Giao thong radio in Hanoi and Ho Chi Minh City. This strategy delivers the campaign's message within users' daily commuting and living contexts.
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The main actor in Kixx lubricant's advertisement TVC. Photo: Kixx |
From engine friction to life's challenges
The campaign uses "friction" as a metaphor for life's pressures and obstacles, beyond engine operation. The video opens with an office worker stuck in traffic, shown in black-and-white to symbolize stagnation. Close-up shots inside an engine illustrate oil conditions and friction, paralleling urban pressures users face.
A turning point emerges as an orange Kixx gate appears, shifting from monochrome to vibrant color. This introduces synthetic oil technology, highlighting its ability to reduce friction, prevent oxidation, and minimize wear. Simultaneously, the vehicle reveals a brighter, powerful new look.
From advertisement to brand identity
Visual storytelling makes technical values relatable, according to the brand. A representative stated, "The TVC not only showcases product features but also extends Kixx's narrative to a personal meaning, where the brand supports drivers in reaching new heights."
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The premium GX7 SQ product line for passenger cars, launched by the brand late last year. Photo: Kixx |
Two Kixx GX7 and PAO 100 product lines are featured in the TVC. Kixx GX7 is for standard passenger cars, unifying gasoline and diesel categories. Kixx PAO 100 is a premium line, made from 100% PAO (Poly Alpha Olefin) base oil, intended for high-end vehicles.
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Kixx GX7 SQ full synthetic lubricant. Photo: Kixx |
The combination of brand colors, logo, and product technology helps Kixx build a consistent, memorable image. This campaign, deployed across platforms, expands Kixx's presence in Vietnam and strengthens its connection with users.
(Source: Kixx)
Further TVC information is available here.
