A case study by Gazprom-Media Sales House, Autoradio and ROLF Lubricants: How to increase brand awareness by 15%

Gazprom-Media Sales House (part of Gazprom-Media Holding) has implemented a special project for ROLF Lubricants GmbH, a motor oil brand, in partnership with the radio station Autoradio. Learn how to meet the challenges of the Russian lubricants market and increase the brand’s purchase probability by 25% in the new case.

The Russian market is undergoing serious transformations due to the withdrawal of major manufacturers and restrictions imposed on the import of various automotive components. As a result, the market is witnessing a sharp increase in the price of motor oils and a growing number of counterfeit products in the lubricants category.

In the fall of 2021, foreign brands and a small number of domestic manufacturers were the leaders by the number of motor oil purchase transactions. By the fall of 2022, Russian drivers began to turn increasingly to domestic companies,” says Maksim Kadakov, editor-in-chief of the magazine “Behind the Wheel (Za rulem),” a guest on Autoradio.

Last year, ROLF Lubricants made a decision to localize its entire product range in Russia. The technologies used, modern formulations, and imported components remain the same. In this way, the brand aims to become a leader in the Russian motor oil market.

Objectives

To inform the target audience about the advantages of ROLF Lubricants oils

To create a positive and professional brand image that includes product reliability and quality

To inform the target audience about the necessity of seasonal oil changes and to show the difference between types of lubricants

Implementation

We decided to integrate the brand in a number of Autoradio programs: in the “What’s under the hood” section, in the news section, and in announcements about cars. We also arranged a broadcast with Igor Savin, Director of the Russian Branch of Rolf Lubricants East, as a guest.

In each program we highlighted the advantages of the brand: wide range of products, proven quality, fair price, active detergent additives and guaranteed protection against counterfeiting. In addition, an educational section was added to the schedule, where car experts shared tips and tricks on oil changes, demonstrated the difference between mineral, semi-synthetic and synthetic lubricants, and explained the importance of using original products.

In the broadcast with Igor Savin we discussed compliance with international requirements and standards of product quality, innovations, and modern formulations. We also made an emphasis on the wide range of motor and gear oils, which is constantly being expanded and improved.

Results

The reach was 7,845,000 people*.

The number of people exposed to the advertising message reached 42,124,000.

The average frequency of exposure to the advertising message is five.

Furthermore, high indicators of change in brand recall and purchase probability were observed**:

brand recall went up 15% and the motor oil producer was included in the top 10 Russian brands in terms of brand recall;

the brand oil purchase probability increased by 25%.

Thus, we have achieved a significant increase in brand awareness and interest in its product. We have also addressed the current challenges on the Russian market of lubricants and gained the share among competitors.

*Mediascope, Radio Index–Russia 100+. October 2022–March 2023, 12+

**Mediascope, Brand Pulse, Motor oils, Russia 100k+, 14–64, personally purchased the product over the past 12 months

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