Chevron: Delo makes the choice clear
When the stakes are high—like in the industrial industry where competition is fierce and margins razor thin—there’s no room for error. Every decision impacts not only the operation but also the people it serves, from emergency responders and food haulers to cement trucks and school buses. This brand-meets-demand campaign for Chevron Delo proved to commercial fleet managers that choosing the right engine oil can not only alleviate operational pain points but deliver a business edge.
Not all oils are created equal
Choose Delo serves as a powerful wake-up call to industry professionals, reminding them that every decision counts—especially when it comes to engine protection. The message is clear: Your choice can make or break your ability to compete. With striking, moody lighting and bold imagery of real people and heavy equipment in authentic work environments, the campaign creative struck an emotional and emphatic chord.
“This campaign was thoughtfully designed to educate fleet operators about the crucial role of engine oil while offering proven solutions to their most pressing challenges—all through the lens of their industry.”
Calling all strategic-minded fleet managers
To bring the audience insight and big idea to life, we created a video series built specifically to hit home with the individuals tasked with keeping commercial fleets on the job, featuring a range of real-world companies that have made Delo heavy-duty engine oil part of their success. A strategic blend of cross-industry “anthemic” and vertical-specific versions ensured content would resonate well with targeted industry prospects. Then, we took it a step further.
Straight from the mouths of Delo users
Leveraging the momentum of the initial campaign, we dug even deeper, going straight to businesses who did, in fact, choose Delo. This was a unique opportunity for key decision makers at real companies to share their stories in an authentic, unfiltered way. In their own words, they revealed the challenges they faced and how transitioning to Delo transformed their operations. By adding “I” to the “Choose” Delo concept language, we spoke directly to the individuals making these choices at their own companies, tapping into the powerful emotions and business realities at stake.
Smart campaign choices pay off
Our seven Choose Delo videos outperformed industry benchmarks, achieving a CPM of $3.02 on Facebook (78% below $14 benchmark) and $20.08 on LinkedIn (49% below $40 benchmark).The impact of this success laid the groundwork for expansion with the “I Choose Delo” testimonial campaign, featuring actual industry fleet managers sharing their stories of what the Delo difference means to them.
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“We harnessed the power of authentic voices—real people who are passionate about their companies and their commitment to deliver. Sharing their unique stories in their own words connected with industry decision makers on a deeper level.”