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Mogul as the protector of engines


In the beginning of June, Paramo is starting a new campaign for MOGUL oils. The main voice of the brand in the role of an engine protector is Alexej Pyško, the well-known dubbing voice of Bruce Willis.

Pardubice, June 3rd, 2013 – Even though the company is not currently in the best economic situation, it has managed to create an interesting marketing mix with the lowest budget of recent years thanks to a careful selection of its activities and with the objective to maintain this Czech brand visible to the public. "The Wellen Agency prepared a brand new communication concept for the MOGUL brand. Looking at the world from a better perspective, with a detached view and a smile brings funny situations (not only) from the regular traffic under a new slogan "MOGUL, VERY DENSE". The new communication thus carries a motto with a high potential but also with the basic attribute of the brand – ideal viscosity of the product," explains Luboš Krejčík, Paramo segment manager, and he adds: "This main campaign is also complemented by other activities, to which we are used to from the past. This way, we strive to acquire new customers as well as to maintain the existing ones."

MOGUL is coming closer to the customer and takes the role of an engine protector, its voice being Alexej Pyško, the well-known dubbing voice of Bruce Willis. "The selected instruments are primarily designed to address younger consumers. The campaign includes a set of printed visuals. During the summer, MOGUL will be also present at tuning and motor gatherings, at road shows, selected gas stations and other events, which will be advertised on the new company's facebook profile and the small website," says Luboš Krejčík and adds yet another interesting information: "During the first stage of the campaign, our fans themselves will be able to give a name to our new brand mascot – oil protector of the engines – and to win free fuel. This stage of the campaign as well as its further stages will be supported by activities on regional radio stations, on the Internet and in regular printed media."

The visual motifs of the creative campaign were designed by the Wellen team in cooperation with 2PM production and the photographer Pavel Aschermann. "The implementation of the intention took place in outdoors and it captures several "dense situations" of driving motorcycles and cars. Animals were also used, particularly a goose and a herd of sheep. The visual side of the campaign is also supported by a set if situational videos," says the Paramo segment manager.

Apart from this campaign prepared by the above mentioned agency, the Marketing Department continues with its own activities as well. The MOGUL brand was not to be missed in May on one of the most prestigious motorcycle event in the Czech Republic – 300 curves of Gustav Havel. The logo of the Czech oil producer was well seen on TV. As Luboš Krejčík says, the Paramo Marketing Department has negotiated with the Montáže Brož Team, which uses the MOGUL MOTO 4T 10W-50 oil and is very successful racing around the world, that it will lend Paramo a world-class motorcycle for its presentation. The motorcycle may even been exhibited directly at the company facilities.

"The brand was also presented at the Český Krumlov Rally, where the crew of Kresta - Gross in MOGUL's colors finished on the second place with their Škoda-Fabia S2000. The brand of the Czech motor oil will be present in Sosnová during the MOGUL SUPERMOTO World Championship at the end of June. Other events will follow," concludes Luboš Krejčík.

PARAMO, a.s., is a producer of asphalt products, lubricating and process oils, incl. subsequent and ancillary products. History of the company started in 1889. Today, Paramo is part of Unipetrol, a leading Czech group doing business in the field of petroleum processing and petrochemical production, which in turn belongs to the family of the supranational group PKN Orlen. Paramo is a 100% owner of Mogul Slovakia, a limited liability company which is engaged in the purchase and sale of oils and lubricants. The company employs 497 people.

Jana Iovlevová
PARAMO, a. s.
Mobile phone: 736 507 439

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