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Motul × 24 Hours of Le Mans: enamel pins

Client
Motul
What we made
enamel pins
Year
2019
Producer
Konstantin Zotov
Illustrator
Gleb Sinyutkin
Quantity
30,000
What we handled
Idea → Product choice → Design → Production → Packaging → Delivery

From June to September 2019, Motul ran a promotion in Russia around the 24 Hours of Le Mans and Rebellion Racing. We made the gift that hung on every bottle: 30,000 enamel pins on cards, from idea to delivery in 42 days.

The promotion

Motul is a premium partner of the 24 Hours of Le Mans and a partner of the Rebellion Racing team. In summer 2019 it ran a promotion around the race in Russia: buy a 4‑litre bottle of Motul 8100 between June and September, find the code on the tag and enter a draw for T‑shirts, backpacks, AirPods and watches.

Motul’s promotion poster, 2019: the canister, the tag with the code, the prizes
Motul’s promotion poster, 2019: the bottle, the coded tag, the prizes

The brief

Most promo gifts get thrown away

Every bottle in the promotion needed a gift. Standard giveaways take most of the POS budget and still look cheap.

The solution

A soft-enamel pin of Rebellion Racing’s Le Mans car on a printed 70 × 100 mm card, in a clear bag. A plastic strap fixed it to the handle of every bottle of Motul 8100.

A gift people keep, for a fraction of what promo gifts usually cost.

The card with the pin in place
The pin on its card

42 days from idea to Motul’s office

  1. 19 MarIdea: a pin on a card
  2. 22 MarPin design done
  3. 24 MarCard design done
  4. 26 MarApproved, paid, into production
  5. 8 AprFirst sample
  6. 15 Apr30,000 pins finished: 54 boxes, 130 kg
  7. 30 AprAll 54 boxes delivered to Motul
  8. 1 JunPromotion launches, runs to 30 September
Card, front and back
The finished product
The finished gift
The pin, about 3 cm long
The back
The back of the pin
With clutches, as it ships
With clutches, as it comes in the bag
The brand on the back, too
Motul on the back, too

The result

Motul spent about a fifth of its planned POS budget, and three times as many buyers got a gift: 30,000 instead of 10,000. People posted the pins on Instagram, and Motul’s French office requested a hundred more for its staff.

The real thing, 2019: the pin on its card, in the bag
A 2019 photo: the pin on its card, in its bag

1/5of the planned POS budget

3×as many gifts: 30,000 instead of 10,000

42 daysfrom idea to Motul’s office

100extra pins requested by Motul’s French office

Sources

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