Remember the good ol’ days when people took care of what they owned? They maintained things. If something broke, they didn’t throw it away, they fixed it. People used their hands for more than diddling around on their cell phones. Fortunately, there’s still a bridge to that mindset.

His name is Frampa. Frampa is everydude’s grandpa, dad or uncle, here to look out for Millennial oil change DIYers. By developing a character who spoke for the brand we delivered on our strategy of filtering out the nonsense with a no-nonsense kind of guy, guiding the younger generation to buy the right filter, the FRAM oil filter.

Who better to bring Frampa to life than Jonathan Banks? As the embodiment of Frampa, Banks brings both gravitas and humor to the role, communicating sometimes with just grunts, groans and an exceptionally tight hand grip to guide novice DIYers to the right choice.

The Frampa campaign, consisting of 4 videos, multiple banner ads, social posts, GIFs, website assets, and even an internal announcement video launched in April 2017. The campaign will be served exclusively to Millennial oil change DIYers via digital media. A variety of online tactics will be leveraged to generate broad awareness (digital display, pre-roll video, in-feed video and cross device targeting), engage our audience (social media placements on Facebook and Snapchat), drive sales both online and at brick-and-mortar retailers (Walmart, Amazon, mobile geo-fencing of auto after market retailers), and lastly, ensure a presence through online search (paid search). While highly targeted to Millennial oil change DIYers, Media is national in scope.

N/A – campaign only recently launched in April 2017, no results available at this time.

Frampa was born and bred with the sensibilities of episodic comedy. Each spot sells a product, but first and foremost it entertains and tells a story with strong characters. The branding is built into each story arch. It’s part of the lead up, punchline, and conclusion. A true seamless form of communication.

In developing our strategy, we immersed ourselves in the target audience, Millennial men who change their own oil, by conducting qualitative interviews and online focus groups, as well as using secondary research resources. We learned that a central part of why they DIY is to ensure the job gets done right, an attitude typically passed down from someone more experienced such as their father or older brother. However, this attitude of doing something the right way didn’t align with their purchase behavior for oil filters, as many were buying the cheapest filter option, a private label filter. We saw this an opportunity to position FRAM as an essential part of ensuring the job is done right. As heavy digital users that consume content online (games, news & sports, entertainment, video streaming and downloads) and engage across varied devices, an all digital media buy was used to reach this audience.

FRAM remains the market leader in oil filters, but awareness of and preference for the brand has weakened among Millennial oil change DIYers, many of whom believe that all oil filters are the same. FRAM sought to increase its market share against private label oil filters by building brand equity among men ages 18-34 who change their own oil by persuading them to spend a little more on a FRAM oil filter.

The new campaign seized on the insight that Millennials who change their own oil often look past perhaps the most important part – the oil filter. The current generation hasn’t been taught the value of using the right filter and they reach for the cheap one. By leaning into the brand’s legacy tagline, “You can pay me now or pay me later,” as inspiration, we developed “Frampa,” a no-nonsense expert to help modern guys make the right choice.