Launching Texaco Delo 600 ADF across Europe – virtual events take centre stage
The Challenge
When Covid-19 put pay to European travel in summer 2020 Torque client Texaco Lubricants asked for our help to launch their revolutionary new fuel-saving lubricant via an interactive online platform.
Texaco Delo 600 ADF is a commercial vehicle lubricant which can save up to 3% on fuel costs, by helping to keep the vehicle’s diesel particulate filter free of ash. An advanced product which is sold on the strength of detailed technical data, ensuring the media had space to interrogate this data was vital.
The product is suitable for road transport, agriculture and construction applications across Europe – a broad target media. With events earmarked across Europe, live technical translations of media questions posed during the event, was a must.
How Torque Helped
Torque worked closely with a third-party digital agency to create and manage the series of live media events in the UK, Russia, Germany, France, Italy, and the Netherlands over a two-week period.
Torque and the digital partner agency led the Automotive PR network through each event hosted on the Texaco Lubricants’ bespoke online platform. Each event was presented in local language and featured technical presentations from product experts and a live interactive Q&A.
Torque worked with Texaco Lubricants to author all technical media materials, employing the expertise of our Automotive PR Network partners in each European country to translate the technical presentations, press pack and embedded video content.
Our agency partners across Europe expertly managed the live Q&A sessions, using their multi-language skills and deep technical product knowledge to ensure media queries were answered in detail, in support of the unique product benefits.
Results
Over 95 journalists from 12 countries attend the events all hosted during September 2020, with online coverage secured from the UK, Benelux and Italy to-date equating to more than 1,800,000 monthly online views, and 87 attendees downloading the detailed press materials and images available.
Texaco Lubricants Channel Programme Specialist, Brian Hayes, was instrumental in the launches, said:
“The feedback we have had from media and channel partner attendees has been overwhelmingly positive.”