In today’s cluttered advertising landscape, it takes something bold to truly stand out. ZIC Motor Oil recently achieved exactly that with an Out-of-Home (OOH) campaign that turned billboards into conversation pieces across Pakistan. The creative twist? Mannequins posed as workers were attached to the billboards, giving the illusion that real people were in the middle of installing them. The effect was so striking that many who passed by couldn’t help but do a double-take — some even believed it was real at first glance.
This clever execution did more than just catch eyes on busy roads. It spilled over onto social media, where people shared TikToks, reels, and posts celebrating the creativity. One LinkedIn user exclaimed, “Is it just me or ZIC oil billboard on Jail Road, Lahore with a dummy worker on board is really cool?! Whoever thought of it, I am clapping for you.” Others added comments like, “For once I thought it was real 👀,” and “Excellent marketing, excellent idea indeed 💯… really an eye-catching advertisement 🤩.” From Lahore’s Jail Road to Valencia Town, from Karachi’s Shahrah-e-Faisal to other high-traffic locations, the campaign became a talking point for families, commuters, and marketing enthusiasts alike. One viewer summed it up perfectly: “It forces you to look twice at least, so I’ll consider this as a win.”
Importantly, this was not a local one-off stunt — it was a national campaign, executed across all major cities of Pakistan. The creative disruption was backed by a strong brand message: ZIC’s proud positioning as “Korea’s No. 1 Brand,” developed with the world’s No. 1 Base Oil. By leveraging its global recognition and leadership in Korea, ZIC emphasized its commitment to delivering unmatched performance, quality, and value to Pakistani consumers.
The campaign reflects more than just clever marketing; it highlights ZIC’s growth mindset and leadership in the lubricants industry. As one of the most prominent players in Pakistan’s market, ZIC continues to push boundaries — not only through innovative products but also through bold communication strategies that resonate with audiences.
With this campaign, ZIC didn’t just place billboards; it created experiences, sparked conversations, and reminded people why it stands among the top names in lubricants. It was proof that creativity, when combined with strong brand equity, has the power to capture both attention and admiration at a national scale.
