Campaign details
Brand: MobilBrand owner: ExxonMobil Lubricants IndonesiaLead agency: Razorfish IndonesiaCountry: IndonesiaIndustries: Tyres, fuel, accessories, servicesMedia channels: Mobile & appsBudget: 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).
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