We have successfully conceptualized the two consumer portraits, each having their own tension asfollow:• Speed Enthusiast: despite their presence for several years now, speed lovers / racers / motorbikebackpackers are still framed in a dust/wind appearance, rebellious and socially distant image thatis distinct from the common analogy of the Vietnamese. Due to their passion for testing theirboundaries and reaching to “no man land”, these unique individuals find it hard to expressthemselves and their own idiosyncrasies, which also makes others unable to understand theirunusual hobbies and wild behaviors.• Caregivers: with this breadth of social connection, more than any other generations, generationZ has developed a more-heightened-than-ever needs for their unique personalities and egos to bepresentable and recognized by not just their own community but other generations. Thispersonality archetype spans across daily exemplars: the curious travel bloggers, the trend-setters (fashionista), the ones who dare to go against their family norms (entertainer), but theircommonality is the fear of mediocrity. Yet, this desire to be their unique self is constrained bysocial judgement of other generations, and more importantly the absence of a “little society”where their like-minded people are assembled, and their true inner self is promoted judge-free.Despite divergent sets of personality-like characteristics, we have found a common motivation andtension shared by two groups: they are both fear of mediocrity / ordinary and are instead driven to expresstheir perceived unique idiosyncratic properties of themselves. However, they are yet to find a “selectivesociety” where they can freely express their own non-ordinary colors and are adored by the like-mindedones. This little society is needed, as it allows them to circulate their unique life experience momentsthroughout social media but still remain mysterious and selective within their own like-mindedcommunity.In terms of media behavior, these groups also share many same deeds : they like short content such asshort videos (We are Social & Hootsuite. 2021. Digital in Vietnam), prefer to believe in alumni ratherthan a big celebrity endorsement. Moreover, in the post-covid context, there are still few gatheringplaygrounds for this community group. That's why they prefer to go out, rather than just spend all theirtime on social media (Google, 2021. Think with Google)

We draw on the shared DNAs analyzed above to conceptualize the creative concept of Motul Signature- the intense desire to express a strong and unique idiosyncrasies. In order to implement our creative4concept, we chose costumes as a way to reflect and express users’ unique DNAs. We believe costumewas an effective way to do so, since costume is the first thing one can see from the others when they firstmeet, and psychology research has over the past decades proved that costume can signal the wearer’spersonality, characteristics, mood and what they are as a person. More importantly, the idea of usingcostumes to signal user’s DNAs was implemented by no brands in Vietnam back to the time thiscampaign commenced (e.g., Castrol dominated in gaming and e-sport sphere, Shell and Kixx universallyendorsed sport stars Quang Hai, Van Lam). Taken together, Motul has found an innovative and uniquedirection for the “Make it Motul – Make it Your Signature” campaign - Motul now is not only a lubricantbrand, but also the lifestyle for the new generation. This also marks the first time ever a lubricant brandand a local fashion house have co-created and launched a streetwear collection of which the designidentity symbolizes freedom, liberty, and uniqueness. The innovative idea is subsequently manifestedthough two essential components:• The streetwear fashion collection “Passionate” co-created by Motul and Headless - a growinglocal fashion house owned and led by Nguyễn Phạm Quang Minh, who has worked long servicein creative sector and had solid experience in implementing similar projects.• The event “Make It Motul – Make it your signature” – this was more than just a single place thatMotul officially launched the collection to its consumers’ hands, but importantly was a “littlecommunity for like-minded individuals” that we explained at the outset. Themed as “music,fashion and passion” night, the event centralized groups of consumers who shared commonmotivations and demonstrated characteristics in harmony, a place for these individuals to expresstheir own unique self, socialize, share peer-learning experience, inspire and get inspired by otherpassionate people.

The campaign was operationalized on multiple touchpoints, including Motul-owned channels, Headlesspartner channels, event partner, KOL and PR amplification. The plan included critical milestones asbelow:1. Teasing:About a week before the official launching, Motul and Headless started arousing public curiosity withsocial media posts which were in the format of a movie-like fashion video. The video was created with anumber of intense emotion-evoking musical and visual elements. Some keywords such as “Signature”,5“Passionate” were attached to social media posts from which social media interaction indices weretracked and monitored.2. Fashion Film and “Passionate” Collection Launching:On the launching date, the entire elements on Motul’s ecosystem were changed in accordance with thekey visual of the campaign. After the fashion video had taken over the internet, a series of articles bysupporting KOLs (besides the main KOLs) were promptly posted to generate halo effects to the collectionand maximize users’ recognition of the brand. Supporting KOLs included biker (Gia Cat Viet Tuan,Cuong Cao Cao), fashionista & fashion community (Emma Nhat Khanh, Maybe we should talk aboutfashion, VOS community), travel blogger (Vinh Phan, Diễn đàn phân khối lớn). Besides their interest inMotul-Headless’s once-in-a-life-time co-creation, KOLs also opiniated their reactions about quality,design of the collection, mix-match suggestions, which was to develop more trust as well as engagementwith consumers. Media and PR amplification then did the job to raise social media discussion related tothe campaign. From commercial-wise execution, we accepted pre-order with limited exclusive offers forearly adopters, and this information was also out for public awareness to create a sense of urgency andscarcity of the collection and thus draw more consumers’ attention and engagement.3. Event launchingSucceeding the hot discussion on the fashion collection launch, Motul promptly announced the event"Make it Your Signature”, which was followed by the arrivals of more KOLs (e.g., Dabblo, Mai AmNhac, MC Thu Ha etc.) who latter partook in the passionate discussion about the “Passionate” collectionand the focal theme “Signature”. The participation and engagement of KOLs collectively generatedtriggering effects for the upcoming event. Of note that the event was run on a free ticket basis, in orderto get more consumers on board to the event, we organized a giveaway in which those who won the prizewould be awarded the free items of “Passionate” collection at the event.4. During the EventOn the event day, more KOL continued to check-in at the venue to attract more traffic. The event is alsodivided into 3 main sessions: Morning - Afternoon - Evening, with different activities to attractparticipants and create food for PR amplification later (early birds, sharing session by Le Gia Huy). Thehighlight belonged to the evening with a special music show by rappers in Passionate outfits brought tolife for the first time.5. Amplify after Event• Motul has done many ways to amplify the campaign after the event. To continue to spread outthe "Passionate" collection and Signature spirit, we have:• Organized a decal challenge: Users will receive a free set of motor stamps exclusively designed6based on the patterns of “Passionate” collection.• Video recap event and PR amplification, including interviewing Motul representatives aboutthe Motul Signature ideation process.• Organized mix-match battles in fashion communities.• Sponsored for Gia Cat Viet Tuan’s racing team for international championship, under theme of“Young talents making their Signature on international stage”.

With the effort of creating a trendy, meaningful & objective-driven campaign, Motul Signature wassuccessful with remarkable numbers. All KPIs were exceeded significantly, considerably highearned/paid & shared/paid ratio prove for the good efficiency of the campaign implementation.• Reach: 8.4M+• Engagement: 834K+• Views: 560K+• Social discussion: 36K+• Earned/Paid: 31.73%• Share/Paid: 7.46%Further outcome Motul Signature brought about was creating the most momentum for Motul to achievethe 1st rank in SOV (sentiment score: 0.96) in Vietnam lubricant market 2022.