ExxonMobil
Collaborated With:
Account Management, Project Management, Graphic Designer, Art Director, Copywriter, Creative Director, Studio Manager, Client Stakeholders
​
Deliverables
Bifold or trifold direct mail piece​
​
Business Goal
-
Expand ExxonMobil's footprint by driving new customer leads among branded wholesalers (BWs).
​
Challenges
-
Switching brands is a consequential decision for BWs because it requires significant financial investment.
-
There is a significant amount of information to communicate and not a lot of space.
​
Communication Objective
-
Demonstrate Exxon and Mobil's superiority as the best fuel brand to grow your business.
-
Address anxiety over required investment by framing Exxon and Mobil as established, trusted brands with reliable products.
Initial Concepting
Before copywriters and designers came together to narrow down concepts, we each spent time creating rough sketches. My concepts focused on themes of partnership, security, community, and emotional connection, and I tried to think of creative ways for the physical design to compliment and enhance the content of the piece.
Collaborative Concepting
Copywriters and designers came together to sketch more detailed renderings of our two chosen concepts, both of which focused primarily on the partnership between branded wholesalers and ExxonMobil with the financial benefits of conversion serving as a secondary focus.
​
Based on feedback from both client stakeholders and our account team, we decided that this emphasis on partnership allowed us to keep the branded wholesalers as the focus of the piece.
Centering the "users" in this way also provided a cohesive framework for the significant amount of content that needed to be included in the piece. Rather than trying to convincing readers of ExxonMobil's greatness, the copy focused on clearly communicating the tangible benefits BWs can expect from converting.
The Results?
$2.5 million
in revenue from new Branded Wholesaler conversions