STP Jet Fuel Squadron

Client/BrandThe Clorox Co.'s STP brandLead AgencyJust MarketingObjectivesTo develop and implement a product-based "Jet Fuel" program for STP targeting NASCAR fans and involving key retail customers.The program's message was to emphasize all STP fuel additives containing jet fuel as a carrier fluid for active ingredients.Increase fuel additive sales through NASCAR pre-race activities and co-branding with key retail customers.Increase web site hits through a free T-shirt giveaway, bumper sticker distribution and an at-track fan photo station.Link the long-established relationship between seven-time NASCAR champion Richard Petty and STP with the "Jet Fuel" message geared toward a younger audience.Leverage NASCAR fans' brand loyalty to STP.Tie in key retailers through at-track activities and cross-promotional campaigns.Target AudienceMales, 18-24StrategyNASCAR racing represents a target-rich environment for STP and its products. In addition, it is a haven for the young, adult male audience to which the brand's jet fuel products are aimed. To further reach that market segment, the STP Jet Fuel Squadron was created. The Squadron consists of a rotating corps of young and attractive female models clad in STP Jet Fuel attire. Their purpose is to engage at-track race fans and educate them about STP Jet Fuel products.NASCAR Nextel Cup fans were engaged by the STP "Jet Fuel Squadron" at 19 race events at International Speedway Corporation (ISC) tracks during the 2004 season.The Squadron was strategically dispersed at eight STP-branded souvenir program stands with the highest fan traffic count. They distributed STP bumper stickers with offers for free T-shirts and die-cast cars on the back. In addition, STP-branded pick-up trucks were utilized in on-track parade laps during pre-race activities. Each truck's bed was outfitted with a custom, jet-themed air cannon used to launch T-shirts into the grandstands. Additional T-shirts were hand-distributed to fans in the grandstands and track infields by STP personnel.Official program ad promotions were conducted at all tracks and included an STP prize-pack giveaway. The prize packs included an STP hat autographed by Petty, a product coupon, a bumper sticker and a T-shirt. On-site recognition of the promotion included trackside Videotron screen messaging and P.A. announcements. At-track co-branding opportunities with key retail customers were another essential element of the program.Unique ElementsIn leading the STP Jet Fuel marketing launch in 2003, a major PR event included seven-time NASCAR champion Petty's ride-along with the U.S. Navy Blue Angels squad. Long synonymous with STP as a top brand spokesperson, Petty used the opportunity to note that STP has an extensive history in using high-grade jet fuel in many of their products. The outing proved to be a sizable media success, generating extensive print and electronic exposure. Though now retired as a driver, Petty remains a motorsports icon and part of the weekly NASCAR landscape as a team owner. His endorsement and association with the STP Jet Fuel product yielded valuable credibility and visibility for the 2004 STP Jet Fuel at-track program. According to the Ketchum agency, which monitored media results, the activity yielded some 37.3 million total impressions.During the promotion, STP partnered with several leading auto parts chains to create a united on-site presence through co-branded signage and prize giveaways. A sweepstakes was held offering a unique grand-prize ride in a jet fighter. Consumers had the choice of mail-in or online registration, creating additional web-traffic for STP. On July 18, the grand-prize winner attended the Olympic Flight Museum in Olympia, WA, where he enjoyed an outing aboard a BAC-167 Strikemaster Jet. The winner and his wife received at-track recognition during the Oct. 3, 2004, NASCAR Nextel Cup race at Talladega, AL.Results513,700 STP Bumper Stickers were handed out throughout the race season.6,675 T-shirts were distributed.Program ad promotion had a 69% collection rate for the goodie bags.P.A. and program ad announcements ran an average of 4.0 and 3.0 times, respectively, although they are only contracted to run twice.The photo station, which included the STP Jet Fuel Squadron, was a tremendous co-branding success with Advance Auto Parts.Retail customers were able to become more deeply involved with STP-generated racing programs and initiatives.

STP Jet Fuel Squadron

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