Elf Evolution

Elf Evolution - microsite and full campaign

The European leader in the oil business and one of the most important auto and industrial lubricants manufacturer in Romania had a strong communication objective: raising awareness and product testing. The challenge was to communicate a new product with a new package, in a fun interactive way, without bringing too many technical details to the table. 
The team, lead by Madalina Savulescu, came up with a bold concept and an entire website platform for the communication campaign of the new lubricant Elf Evolution. This is how www.elfevolution.ro came to life, along with a captivating game.

The user could test his abilities to recognize the right packaging among a series of fast moving products. Every mistake was sanctioned by decreasing points and time, within the game. The purpose was to accumulate as many points as possible, to get from the first level – Cyclist to the highest one – Formula 1 Champion.


In the two months in which the campaign was communicated, the website attracted 19,150 unique visitors who browsed over 24,000 pages and played 7,000 games.

The campaign had a huge national coverage, including online banners on top rated auto and news websites such as promotor.ro realitatea.net, digi24.ro, 4tuning.ro, printed flyers with QR code mechanisms and promotional printed materials delivered to gas stations.

The entire project proved to be a success: more than 4,012.589 clicks within the game, more than 800 liters of lubricant were tested by consumers and 83% of the players identified the correct packaging, proving to have internalized the key advertising message.

The online project was developed by our team, under the name of Pixio, at the time of the campaign.