TVC: Oando employs two-prong approach to tackle lubricants market
After remaining quiet on the above the line communication on its quality lubricant products called – Oleum, Oando Marketing plc, an indigenous petroleum energy company in Nigeria and supplier, distributor of refined petroleum products has unveiled a new television commercial targeted at auto owners.
The television commercial which will hit the airwaves soon has the objective to wake up the consciousness of auto owners who usually bear the consequences of bad purchasing decision on lubricants used for their high valued vehicles, to begin to ask questions on oil used to service their vehicles.
Often times, some auto owners hardly ask questions on the type of engine oil used for their vehicles but largely rely on the decision of their automobile repairers who may purchase oil based on price instead of value but Oando through the TVC entited ‘The History’ is preaching quality of Oleum lubricant for proper functioning of engines and durability of engines.
“There are a few people that insist that this is what they want and it is our believe that those who invested huge amount of money to buy their vehicles, when they see the Oleum lubricant commercial, it will strike a cord in them to reason on the type of oil they have been using” Seun Soyinka, Oando’s Head of Marketing Communications said at the unveiling of the commercial to journalist in Lagos last week.
“We are also educating the auto repairers. It is a two pronged marketing approach. We don’t want to only concentrate on the ‘influencers’ who are the mechanics leaving the vehicle owners who are ultimate decision makers to the service of their cars”.
The TVC which starts with monochrome and goes into full colour tries to play together the history and the present day. “We also highlighted that we go through detail and rigorous process in producing what we call master engine oil for consumers. The commercial is to demonstrate the history and the heritage behind the pocess and we have adopted a lot of technological advancement in preparing our lubricants.” Seun said.
The company recognizes that consumers who don’t have the technical ability to test quality of lubricants largely rely on trust but regretted that over time this trust has been broken as “some base oil sellers have been selling adulterated lubricants and this has contributed to poor maintenance culture of machines and causing vehicles to smoke. Like the car lubricant is the blood and because consumers don’t have technical ability to check the lubricants, they therefore need to work with brands they can trust and reliable and competent brands” Ayobami Odetola, Oando lubricants technical manager told BusinessDay.
He said Oando with three ultra modern facilities in Nigeria (two facitilies in Kaduna and a new one in Lagos commissioned in October last year) manufactures lubricants to the highest international standard saying that Oando alone can supply upto 35 percent of lubricant requirements in Nigeria from only one plant.
According to Odetola, the company partners with some of the world’s biggest technological companies in making its lubricants and “we have passed the American Petroleum Institute, the highest engine oil certification body in the world”.
Daniel Obi