Comma – Supporting Retail and B2B Trade

Comma was one of the agency’s first ever clients. We worked with the company through multiple ownerships – originally independent, then owned by ExxonMobil and finally by Brazilian comglomerate, Cosan / Moove.

Initial brief was to push their consumer retail products – from motor oils to car cleaning ranges – either through consumer channels like Halfords or via distributor / direct-to-trade distributor media.

As part of the consumer retail element, we made a video with Halfords and James Martin about the ‘We Fit’ oil checking service.

In later years, our role became more of a direct extension to the internal marketing function.

Through this, we helped develop bespoke marketing-led incentive campaigns and programmes, including StickerSmart – which offered incentives for workshop product purchases and launching the OilFinder app for workshops.

At various points, Performance also supported Comma in its distribution of Mobil 1 in the UK.

Our ‘hero’ piece for this was the creation of the Lewis Hamilton ‘oil painting’, made using oil taken from his championship-winning McLaren F1 car.

This generated major national news coverage and supported Mobil 1’s role as McLaren F1 technology partner.