Go further Go Gulf Gulf Oil World Endurance Championship Partnership Brand Implementation Toolkit Contact: Daniela Russell Gulf Oil International Brand & Marketing Executive [email protected] Brand Implementation Toolkit v1 Gulf WEC Partnership Contents 2 Introduction 03 The Gulf Advantage 04 Activation Planning Gulf WEC Partnership Tools 05 Introducing ‘Go further Go Gulf’ 06 The Essence of ‘Go further Go Gulf’ 07 Key Messaging and Hierarchy 08 Key Brand Elements – Typographic 09 Key Brand Elements – Graphic 10 Brand Elements Relationship Guide 11 Mnemonics Section 01: B2B 12 Channel Partner Materials 13 A4 6pp Sales Presenter Channel Partner Materials 14 Email and Web Banner 15 Email Sign Off 16 ‘Go further Go Gulf’ Activation Campaign Section 02: B2B2C 17 Retail and Workshop Materials 18 Workshop – Seat Covers Workshop and Retail Materials 19 Workshop – Mirror Hangers and Funnels 20 Workshop – Branded Service Wallet 21 Workshop – Branded Overalls/Uniform 22 Instore/Workshop/Fuel Station – Temporary Point of Sale 23 Exterior Display Signage – Temporary Messaging 24 Interior Display Signage – Window 25 Exterior Display Signage – Permanent Retail/Workshop Graphics 26 Instore/Workshop – Incentive and Cheat Sheets Section 03: B2C 27 Instore and Customer Materials 28 The B2C Customer Journey Instore and Customer Materials 29 Instore – Posters 30 Workshop – Counter Mat 31 Instore – Point of Sale: Call to Action 32 Instore – Signage 33 Instore – Hanging Point of Sale 34 Instore – Counter Top Display 35 Instore – Counter Top Display Stand 36 Instore – 4 Litre Pack Sales Display Stand 37 3D Effect Print Options 38 Digital Advertising – Promotional Email 39 Digital Banners 40 Print Advertising 41 Print Advertising – Smaller Page Ad Formats 42 Microsite 43 Social Media Activity 44 Social Media Activity 45 Action Video Themes 46 Press Engagement Section 04: ALL 47 Implementation 48 Campaign Activation Implementation 49 Activation Planning 50 Approval Process Brand Implementation Toolkit v1 Gulf WEC Partnership The Gulf Advantage 3 Work with a strong brand and be part of a winning partnership With a 100-year heritage, the Gulf brand is globally recognised and trusted by millions of customers. Opening the first-ever branded petrol station in the USA in 1913, we have led the way ever since. By reinforcing our brand, we increase visibility for your business and ensure your success. Known by your customers Gulf’s instantly recognisable orange disc is synonymous around the world with high quality products, innovation and technical excellence. Innovative partnerships Our association with leading brands reinforces our values of quality, endurance and passion: This year for the first time Gulf’s partner team for the FIA World Endurance Championship is Gulf Racing. - The Porsche 911 RSR GTE designed for quality performance - The World Endurance Championship dedicated to test a drivers endurance to the limit - A Gulf Racing team driven by a passion for success Your next steps Use this guide to help your campaign succeed. For further information contact Daniela Russell, Gulf Oil International Brand & Marketing Executive [email protected] Brand Implementation Toolkit v1 Gulf WEC Partnership Activation Planning 4 For illustrative purposes only A distributor flow diagram shows the Distribution Flow Chart different stages of communication – to launch your campaign. B2B B2B2C B2C This plan provides more clarity on Marketing Dept in unison with The core message of how to activate POS incentives, how we speak to people, about business development reach out campaign methods are described giveaways, promotion. what, and at which stage. to distributors stating product benefits and implementation kits Instruction and overview Broader communication for future customers to initiate and carry through campaigns. One-to-one relationship Workshops Supermarkets GUI Distributor Fuel Stations Customer Fleet Marine and Aviation B2B B2B2C B2C 5 Go further Go Gulf This year Gulf’s partner • The agreement will see Gulf • Driving a Porsche 911 RSR GTE This guide’s sole purpose is to allow the Oil enter the FIA WEC for the creation of promotional assets which sit team for the FIA WEC outside of brand guidelines, but have at first time with a Porsche vehicle • ‘Go further Go Gulf’ captures its core the essence and DNA of Gulf. is Gulf Racing, who are the energy of our World competing in the • The story of ‘Gulf Racing’ is Endurance Championship It is still important that the brand identity unique and stretches back to the of Gulf Oil International remain true to its GTE Am category. and Gulf Racing partnership guidelines especially when logo 1930’s, but it was in the 1960’s application is required. that the distinctive blue and • It clearly signals the orange livery became prominent performance potential of and the iconic brand truly our passenger car lubricants started to form • We offer workshops business • The drivers are: performance benefits and Ben Barker joins Gulf Racing for drivers greater performance 2016 to partner Mike Wainwright and endurance and pro-driver Adam Carroll in the Porsche 991 RSR for the full • ‘Go further Go Gulf’ helps us season in the World Endurance stand out from the competition Championship with a range of distinct displays, signage and unique race day prizes Brand Implementation Toolkit v1 Gulf WEC Partnership The Essence of ‘Go further Go Gulf’ 6 Style Racing Go further Go Gulf Power In the Performance spotlight Out of the darkness Dynamic The road Premium The journey Suave Passion Endurance Mysterious Brand Implementation Toolkit v1 Gulf WEC Partnership Key Messaging and Hierarchy 7 Campaign Headline ‘Go further Go Gulf’ captures the energy and performance potential of our WEC/Gulf Racing partnership. Go further Go Gulf Supporting Claim This is supported by an emotional For endurance driving claim and clearly signals the performance potential of our passenger car lubricants. Product Benefits (Mnemonics) Benefit statements that summarise the WITH ENGINE DETOXIFIERS value propositions of the products ULTRA SMOOTH DRIVE – using wording from the lubricants relative mnemonic. (to be used only when packs are shown). Call to Action A product focused call to action that Pick up a pack today! works around a challenge. gulfoilltd.com B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Key Brand Elements – Typographic 8 The styling of ‘Go further Go Gulf’ Campaign Headline Graphic Campaign Headline Font reflects the sophisticated power and technology of the Gulf Racing Helvetica Neue Porsche 911 RSR GTE vehicles. Go further 45 Light It is important to apply the proposed typographic styling consistently Go Gulf across the range of comms items. Supporting Claim Supporting Claim Font Helvetica Neue For endurance driving 45 Light Product Benefit Product Benefit Font HELVETICA NEUE 77 BOLD CONDENSED WITH ENGINE DETOXIFIERS HELVETICA NEUE 57 CONDENSED ULTRA SMOOTH DRIVE Call to Action Call to Action Font Pick up a pack today! Helvetica Neue gulfoilltd.com 55 Roman B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Key Brand Elements – Graphic 9 There are two primary images Porsche Primary Image – Car on the road graphic Product Primary Image – Product on the road graphic to lead this campaign: 1. Porsche 911 RSR GTE on the Gulf Oil road 2. Product packaging on the Gulf Oil road Note: The length of road can change and adapt to its surrounding - ideally it will extend outside of the constraints of standard displays to emphasise the ‘Go Further’ message. When required the two coloured strip Alternative Primary Image – Angled Car/Product graphic Alternative Primary Image – Road stripe graphic road can be used for small size use, (used for extreme horizontal formats) (when no car or product shot is used) restricted print specification and merchandise applications. Supporting Car Imagery – Pack or Car cut-out graphics Brand Logo Team Logo – On black background – On white background B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Brand Elements Relationship Guide 10 14mm Margin 16mm 16mm margin from the top edge, 14mm right edge. This relationship guide is based on an A4 portrait document. Amend font size as appropriate when working on smaller/ larger formats. Other size documents are available in the Go further assets folder. Campaign Headline Helvetica Neue 45 light, white, 68pt/66pt, centred Go Gulf For endurance driving Supporting claim: On A4 should sit 6mm below the campaign headline. Helvetica Neue 45 light, Gulf Orange, 28pt/30pt, centred Key Campaign Graphic (car or product with road) Should be dominant and centralised vertically Content Panel on the page. This should be made Sits on 100% black background 100% opacity. up of 80% of your overall file dimension. Workshop Details Type left aligned and centralised horizontally within the band. Helvetica Neue Light and medium 10pt, Gulf blue. Panel on A4 is 14mm high, Gulf Cool Blue 20% tint Supporting Image Workshop Name, Address Line, City Name, County, POST CODE, Country The height is determined by the height +(00) 0000 000 000 of the blue and orange bar, 20% of overall file dimension. The image should be centred vertically Pick up a pack today with the Gulf logo. Call to Action (under workshop details): Type centred vertically and horizontally in the space between the workshop panel and orange strip. The space should mirror the Orange Panel height of the workshop detail panel. This should be made Helvetica Neue 55 Roman, Gulf Cool Blue up of 3% of your overall file dimension. Partnership Logo Blue Panel Gulf Logo Left aligned and centralised horizontally within blue This should be made Please refer to Gulf Brand Standards Guidelines band with Gulf Logo. up of 17% of your to see logo usage rules. overall file dimension. Both the Gulf and the Partnership logos should look Margin visually balanced. Gulf Racing on A4 is shown here 10mm margin from the bottom 10mm at 52mm. edge, 14mm left edge. 14mm B2B B2B2C B2C Brand Implementation Toolkit v1 Gulf WEC Partnership Mnemonics 11 For illustrative purposes only A mnemonic is an extra callout device How to create that can be added to pack labels the WEC version: and other promotional materials.