When it comes to discussing elements to boost car engine performance, engine oil will never be top of mind in any discussions. Though critical to engine performance, engine oil is a low consideration product and has little or no relevance to lifestyle passion points like racing. In an attempt to bridge the relevancy of the category to consumers, and to evoke the desire to learn, share and discuss, we were tasked to create an activation programme for Exxon Mobil 1. Leveraging on Mobil 1’s sponsorship with Formula 1 and its association with “winning” and “racing”, the programme concept rallies for competitive spirits to participate in a digital race to win an all expense-paid, money-cannot-buy-experience in Zhuhai and be trained in a real formula racecar. All you have to do is register, spread the word to earn points, and get engaged in a weekly Pitstop quiz that tests your knowledge on how Mobil 1 can improve your car performance, and the winner who score the most number of points in each participating country gets to race.

In 2006, Mark Skaife drove around Australia and broke a World Record with Mobil 1. In 2007, Scott Brady roared across Arctic with Mobil 1 defying the -40degC conditions. In 2008 and 2009, F1 winners Lewis Hamilton and Jenson Button sped to championship with Mobil 1. In 2010, will you be the one to make your mark with Mobil 1?

Register now at http://www.mobil1.sg/willyoubetheone/index.aspx