ExxonMobil plans HUGE advertising

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CR)ExxonMobil Launches New Line of High-Endurance Motor Oils
2005-02-15 09:34 (New York)

PR Newswire - First Call Wire (Andrew T. Warrell) XOM

FAIRFAX, Va.--(BUSINESS WIRE)--Feb. 15, 2005--ExxonMobil today
announced that it is rolling out one of the most aggressive
fully-integrated marketing campaigns in the history of its Mobil(R)
lubricants brand to increase its share of the $2 billion retail motor
oil segment.
The initiative was developed to support the new line of
high-endurance Mobil motor oils, which meet the longer oil-change
intervals being recommended by many of today's automobile
manufacturers and to respond to the fact that drivers today are going
longer between oil changes -- an average of 4,300 miles. It includes a
major new ad campaign, with television ads debuting on Sunday,
February 20, during the most high-profile racing event of the year,
the Daytona 500. In addition to the placements during the race
coverage, the ads will run more than 200 times that day on more than
30 networks. The campaign will be complemented by large-scale public
relations and sales-promotion efforts to help raise awareness of the
new motor oil line and drive sales.
"We're not simply introducing a new product with this marketing
campaign, we're introducing an entirely new category of motor oils,"
said Henrik Hansen, marketing manager - Americas, ExxonMobil
Lubricants & Specialties. "This line of Mobil motor oils represents a
shift for the industry, and by guaranteeing performance and protection
for specific mileage amounts, we're alleviating some of the consumer
confusion about how long their oil can last."
The creative of the campaign is centered around two television ads
that are designed to appeal to people's sense of fun while
communicating the benefits of the high-endurance product line. The
first spot, "Slot Car," begins with a real driver behind the wheel of
his car, being joined by two other real cars on a giant slot-car track
where they're able to drive on and on, thanks to new high-endurance
oils from Mobil. The second spot, "Video Game," shows a real driver in
his car driving in a videogame world, where his steadily-dropping
engine protection level gets recharged for a fresh 15,000 miles when
he "captures" a bottle of new Mobil 1 Extended Performance oil.
The ad campaign will also include print, outdoor and online
elements, all of which will tie in thematically and visually with the
television creative.
ExxonMobil will complement the ad campaign with a number of events
and grassroots-marketing initiatives, including:

-- Special Mobil-branded race cars driven by NASCAR NEXTEL Cup
drivers Ryan Newman, Rusty Wallace and Travis Kvapil during
the UAW-DaimlerChrysler 400 on March 13 at the Las Vegas Motor
Speedway.

-- A high-profile charity event in Las Vegas, to be held during
the week prior to the UAW-DaimlerChrysler 400.

-- The Mobil High-Endurance Slot Car Challenge will pit Newman
against members of a Pee-Wee football team in a slot-car race
at the Dodge City exhibit in Daytona on the Friday before the
running of the Daytona 500.

-- A "retailtainment" program that includes special product
displays, educational materials, and a traveling Mobil
High-Endurance Tour, during which six SUVs with Mobil logos
will crisscross the country, making stops at nearly 300 retail
locations, as they take trips of 5,000, 7,500, or 15,000 miles
on a single change of oil. In addition, promotions are planned
with leading auto-parts chains.

All of these activities will help raise awareness of the new Mobil
line, which consists of:

-- Mobil Clean 5000 and Mobil Clean High Mileage, two new
conventional oils formulated with 16 percent more cleaning
agent than earlier Mobil conventional oil for exceptional
cleaning performance and guaranteed protection for 5,000
miles;

-- Mobil Clean 7500, a new synthetic blend formulation with 18
percent more cleaning agent than Mobil Clean 5000 to guarantee
long-lasting protection for 7,500 miles; and

-- Mobil 1(R) Extended Performance, a new fully-synthetic
formulation containing the Advanced SuperSyn System which
includes 50 percent more SuperSyn than Mobil 1, ExxonMobil's
proprietary high-performance synthetic component, and boosted
levels of special cleaning agents to guarantee engine
protection for 15,000 miles.

"Over the past few years, automobile manufacturers have started
recommending longer oil change intervals; yet, many car owners are
confused about exactly how long their motor oil will perform," said
Mike Mullins, vice president of marketing, ExxonMobil Lubricants &
Specialties. "As an industry leader, ExxonMobil developed the new
Mobil high-endurance motor oils to respond to a previously unmet
consumer need by guaranteeing performance and protection for 5,000,
7,500 or 15,000 miles."
Mobil Clean 5000, Mobil Clean High Mileage, Mobil Clean 7500 and
Mobil 1 Extended Performance will be available at leading retailers
throughout the U.S. Mobil Clean 5000, Mobil Clean High Mileage and
Mobil Clean 7500 will be priced competitively with leading
conventional and synthetic-blend brands. Mobil 1 Extended Performance
will be premium-priced over other fully-synthetic brands.
For more information about this new line of Mobil motor oils, go
to www.mobiloil.com.

ExxonMobil, Mobil, Mobil 1 and Mobil 1 SuperSyn are trademarks of
Exxon Mobil Corporation or one of its subsidiaries.
NASCAR is a registered trademark of the National Association for
Stock Car Auto Racing, Inc.

MULTIMEDIA AVAILABLE:
http://www.businesswire.com/cgi-bin/mmg.cgi?eid=4821820

CONTACT: Weber Shandwick
Raymee Holshouser, 314-552-6716
or
ExxonMobil
Media Line, 703-846-4467
 
GOOD. Maybe this will force the fake "syn" makers to update their oil and maybe even update their dino stuff also.
Right now Mobils 7500 cost half of what most other Grp3 "syns" cost.
 
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