Mobil 1 - heart, no limit

Jocelyn Tse

As ExxonMobil's highest-end product series, Mobil 1 continues to rank first in product trust, but most consumers are not impressed with the series and the brand's "breakthrough" spirit.
Case Details

Brand: Mobil 1 Mobil 1

Brand owner: Mobil Exxon Mobil

Main agency: UM Brand (Shanghai) Co., Ltd.-UM

Main agent company holding group: IPG

Launched on the market: Mainland China

Industry: Lubricants

Media channels: influencers (star/celebrity spokesperson, key opinion leader KOL), interactive/digital online (social media, video/micro-movie)

Budget: 6-8 million

case summary

Most consumers do not have a specific brand preference for lubricants, and it is difficult to arouse a sense of spiritual belonging between consumers and brands.

Although Mobil 1 continues to rank first in product trust, consumers are...

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