Eshareh Runs Creative Ad Campaign for Caspian Motor Oil
With help from dnaunion subsidiary Eshareh, Iran’s Fouman Chimie Co. has launched an advertising campaign for one of its products namely Caspian engine oil. The campaign included TV and radio commercials.
Fouman Chimie’s Advertising Manager for the Automotive Department Omid Azizian and the project manager Kamyar Zolfaghari, and Innovation Department manager Armita Madellat both from Eshareh tell us more about their cooperation and the new Caspian motor oil ads.
Azizian said, “We set upon this new project with the aim to introduce our exclusive sales on Caspian motor oil and filters. We first announced our new sales plans through radio ads in early January and our TV ads started two months later in March.”
He explained that in the TVC, the setting was a hospital that resembled an automobile repair shop. A car is displayed that is not feeling well and mechanics are scrutinizing it. After a thorough inspection, one of the mechanics diagnoses the problem as engine sludge. He then uses Caspian engine oil to do away with the problem, implying that this product has a far better quality compared with its rivals in the market.
The company deputy director added that the campaign’s tag line was “Your Companion on the Road” pointing to the fact that Caspian engine oil will be the drivers’ loyal friend all along the way.
Zolfaghari said, during the initial meeting with Fouman Chimie representatives it was determined that both the brand name Caspian Motor oil and the parent company’s logo were to be displayed in the TVC.
He lays out the campaign’s rationale as follows, “Fouman Chimie makes use of a technology that enables the motor oil to prevent the buildup of engine sludge. If engine sludge is not attended to, it can turn into a serious problem that will need costly repairs. The current economic circumstances have car prices soaring and, as such, most people cannot afford to change their vehicles for a better one. So they make do with the ride they have already got while trying to see to its proper maintenance. Here comes the significance of using a standard, high-quality motor oil.”
Eshareh’s Innovation Department manager is of the opinion that Fouman Chimie is a big name in Iran’s automotive industry. She said that what their team aimed at was, primarily, to highlight the high standards to which Caspian engine oils abide by in the television ads.
Madellat said, “The setting was a hospital since that’s the place where lives are saved. Yet this hospital resembled an auto repair shop, making the ad very much different than the ones aired by other companies. Here Caspian engine oil was ascribed the role of the savior, the cure specialists choose to prescribe.”
Apart from TV and radio ads, added Azizian, below-the-line advertising projects were also carried out across the country to introduce the project with the company’s focus being the cities of Tehran, Shiraz, Mashhad, and Rasht.
Fouman Chimie’s Advertising Manager says, “We have been collaborating with Eshareh for around a year now. Over the past year, Eshareh has launched ad campaigns for every product we offer in the market. Each and every one of these ads has been meticulously in line with the preliminary sketches we handed to them. These sketches outlined our targets and Eshareh had delivered all of them. Eshareh worked out amazing ideas from these sketches and developed them further into successful advertisements.”
Azizian concluded that the outbreak of the novel coronavirus has interrupted the activities of many businesses, but Fouman Chimie has made detailed plans for this project and aims to carry them out without delay.
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