BAKA BOYZ and Warren G

The Goal: Reach out to 16-24 year old African American and Latino males to encourage them to recycle used motor oil.

Our Approach: An integrated campaign that included additional corporate sponsors with similar goals such as Kragen and Pep Boys auto stores. Our radio campaign with a local Hip Hop station encouraged our target market to come out to select retail locations, recycle their used oil, and automatically be entered to win backstage tickets to see multi-platinum recording artists Snoop Dogg, Ice Cube, Busta Rhymes and many more! Our television special, which aired on the WB was called “On the Road with the Baka Boyz”. The TV show featured local radio personalities who were number one with our target market, and hip hop stars Warren G and Montell Jordan talking about the “low-rider” lifestyle and tying in the importance of oil recycling.

The Results: “Unbelievable”, according to our client. Calls to the 800 number increased more than 350%, and oil recycling levels in the targeted areas increased by almost 50% far surpassing estimated levels! The television show, which aired on multiple Saturday mornings delivered more than 5 times the audience for the show generally airing in the timeslot. The campaign was a completely integrated success featuring a television show, promos, radio campaign, local events, and internet.