Email

This is a spec ad.

The Creative Challenge

The brief was to write an email to sell a high performance motor oil - A1 Performance Motor Oil. The company wants to drive sales via the company website and to increase awareness of the motor oil. They want the tone to be exciting, urgent, promotional and serious.

The email would also have a live button which should link to the product page on the website.

The benefits of a purchase are that A-1 Performance Motor Oil makes car engines work more efficiently than any other motor oil on the market. It keeps engines clean, it helps them run smoother, and improves the longevity of the engine parts, and the level of care of their luxury car.

The Audience

The ad would be targeted towards men aged between 35–50 who own expensive and/or performance cars. They are very conscientious about taking good care of their cars and sustaining their peak performance. They don’t mind spending a bit more for the best products.

My Approach

My idea is that in order to sell the product you must understand the buyer.

In my estimation, the buyer loves their car as if it is a lover or dream that needs consistent attention. However, unlike everything else in our lives, all the disappointments and failures, if they treat their car with love, it will always deliver. And I don’t mean having a random beautiful woman on their arm, but having any one of their  idealistic dreams on your arm, perfectly formed.

A1 Performance Motor Oil is important for men for whom taste is a reflection of their identity. It is for men who perhaps lacked the courage to throw their lives into a creative cause. Nevertheless, they appreciate the beautiful things in life and what they can cost the artists and designers who make them. So for these men, the price is not an impediment. In fact, the more expensive the better. It is a marker of greater value and indeed the entitlement of the car - it deserves to be well looked after.

This is why the headline reads as it does - WHY PUT A 2ND-RATE MOTOT OIL INTO A 1ST-RATE CAR? Why indeed? I hope that when they see this, they will purchase the oil.

The sub head follows through with this line of thinking by guaranteeing a higher performance for their beautiful car so that in the car owner’s mind, he will be sure to look after his prize possession inside and out. The body copy ends by saying that A1 Performance Motor Oil is THE BEST. Nothing less will do.