Campaign details

Brand: Mobil
Brand owner: ExxonMobil Lubricants Indonesia
Lead agency: Razorfish Indonesia
Country: Indonesia
Industries: Tyres, fuel, accessories, services
Media channels: Mobile & apps
Budget: 1 - 3 million

Executive summary

ExxonMobil is the third largest automotive lubricant company in the world, but holds a market share of merely 1% in Indonesia – a market that consumes approximately 17 billion gallons of lubricant every year. As the entire distribution and retail business is led by distributors, there was no visibility for the brand at the final-tier points of purchase (small independent workshops).

By integrating the human touch (an offline feet-on-street team) in the form of 'route to market' (making periodic visits and managing relationship in order to keep 'performance and potential' in check) with a strategy and technology platform (a mobile phone application that brings together distributors and retailers on a single platform) in the form of a loyalty club, we not only