Integrated agency The Bigger Boat has successfully launched the first of a global roll out of 25 websites throughout Europe, the Middle East, and Asia-Pacific, for famous engine lubricants business Duckhams.

Known for its distinctive green hue – and used by car manufacturing giants including Morris, Bentley and Rolls-Royce – British oil brand Duckhams has been a fixture of the UK motor industry since 1899, having provided products for modern, industrial, and classic cars, as well as Formula 1 racing teams.

Award-winning agency The Bigger Boat was tasked with creating a contemporary website which centred around the historic organisation’s 122-year history, engaged a new business audience, and helped garages swiftly find the correct Duckhams oil for their customers – simply by typing in a car’s registration.

Alongside a heritage timeline, impactful imagery, bold animations, an interactive UK map, and simpler navigation, users can quickly print out recommended oil reports for customers, ensuring a more personalised and dedicated shopping experience.
Since launching the new site, year-on-year traffic is up 87%, there has been a 10% uplift in organic traffic, and the ‘Find My Oil’ page accounts for nearly 20% of all page views.

Having successfully unveiled the British website – complete with its ‘new look and feel’ – preparations are firmly underway to support the roll out of a further 24 sites across the world.

Alison Lee, account director for The Bigger Boat, said: “The new design has been very well received by a growing number of UK garages and stockists who particularly like the ‘Find My Oil’ function, as it’s quick and easy for them to get accurate results.

“We knew it was also important to celebrate the organisation’s incredible history which truly sets it apart from competitors. However, the look also had to be modern, forward-thinking and meet the needs of two distinct audiences – existing businesses that required re-engaging and brand-new consumers.”

Speaking about the project, Duckhams CEO KR Venkataraman added: “The Bigger Boat handled the job meticulously and engaged with Duckhams at various stages so that all stakeholders were brought into the loop.

“They showed enormous resilience and patience throughout. We now have a final product that all at Duckhams can be proud of, and we’re confident this will have a positive impact on all those who continue to visit our website and interact with our brand in future.”