The Challenge: Provide copy for one email for A-1 Performance Motor Oil. The email is designed to increase awareness of the product and drive purchases.

The Desired Action: To Purchase A-1 Performance Motor Oil on the company website.

The Brand Voice: Exciting, urgent, promotional, serious.

The Solution: Because the target audience is primarily middle-aged men who are knowledgeable about their car’s performance, I provided copy that utilizes language specific to high-performance cars, which require more upkeep and bespoke products.

“Pole Position,” a term used in Formula-1 racing, was used to connect elite supercar performance with our demographic’s aspirations. Engine performance is a top concern for the target audience, so I emphasized A-1’s ability to provide that experience alongside the deep benefit of performance longevity with words like “Performance, Power, and “Protection.”

The phrase “Drive The A-1 Difference” is direct, in that it encourages the reader to experience the improved performance that A-1 Motor Oil provides.

The A-1 logo and color were chosen to emphasize the fast, sleek, and elevated driving experience that customers seek.