"Play impacted our strategy in very direct ways, by helping us understand our consumer and how to reach them as well as by creating a rallying cry within our team to be a leader in our category."
Tami Talbert,.... Director, Pennzoil Brand Manager
Tapping into Play's expertise in surfacing fresh consumer insights, the Pennzoil brand team was looking to uncover consumer myths, beliefs, desires and compelling benefits around synthetic oil. Pennzoil wanted to develop a better understanding of the consumer, while generating passion for the brand among internal team members.
We buckled up with the Pennzoil team and hit the road, stopping at lube shops and auto stores to observe customer and consumer habits and to speak with oil-buyers and retailers on their home turf. Hosting an oil-change party and barbecue dinner for "do it yourselfers" (DIY'rs), we discussed oil changing rituals and oil choices while we witnessed them in action. Our observations and dialogues lead to a wealth of insight that we synthesized into strategic "buckets". These became instrumental lenses through which to focus on mechanisms for dispelling myths about synthetic oil.
During the next phase, we led two creative coaching sessions where we used the inventory of consumer insight to multiply the Pennzoil team's understanding of consumer perceptions related to synthetic oil. As a result, we developed strategies and tactics for getting the compelling "synthetic story" out to consumers in the market place as well as internally within the organization. This ultimately led to several valuable outcomes:
We helped them understand how to debunk the myths that consumers have for the product before beginning a communication strategy. Pennzoil increased trade penetration.
Internally, we also changed how they work by helping establish a new mindset of "Excel, Don't Compete" that served as a rallying cry inside the company to help them differentiate rather than being reactive to competition.
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