The main focus of the campaign is to stress the importance of using proper oils because of the differences in technologies incorporated in the design of modern cars and the resultant varying specifications and approvals. The setting of the spots in German, French or US garages clearly communicates these differences. Exceptional character, however, is achieved by foreign actresses acting as car owners requiring their mechanics to use appropriate version of PLATINUM MaxExpert oil.
Three fifteen-second spots will appear on the national TV stations, and in thematic channels: TVP, TVN, Polsat, TVP Info, TV4, TVN7, TVN Turbo and Discovery. The advertisement is also available in community channels such as Facebook and YouTube. The material was created in cooperation with Just advertising agency and PanWestern Media is responsible for media planning. The spots are directed by Maciej Kowalczuk.
Adverstising spots with international character, showing three beautiful women from America, France and Germany promote PLATINUM branded oils, have received distinction in the 21st edition of Idea Awards Competition, the first Polish advertising competition, and awarded the Golden Idea 2011 prize in the TV products and services category.
PLATINUM MaxExpert series, the flagship of ORLEN OIL is a family of state-of-the-art oils dedicated to individual makes of passenger cars:
PLATINUM MaxExpert V 5W-30 (recommended for the VW Group vehicles: Volkswagen, Skoda, Seat, Audi)
PLATINUM MaxExpert F 5W-30 (for FORD cars);
PLATINUM MaxExpert FT 5W-30 (for Italian car makes: Fiat, Lancia and Alfa Romeo);
PLATINUM MaxExpert XD 5W-30 (for German car makes: Opel, Mercedes, BMW);
PLATINUM MaxExpert XF 5W-30 (for French car makes: Citroen, Peugeot, Renault);
PLATINUM MaxExpert XJ 5W-30 (for Japanese car makes: Mazda, Toyota, Suzuki, Nissan, Mishubishi).
With the latest technology used in their manufacture, and the perfectly developed formula suited to the requirements and needs of specific vehicles, PLATINUM MaxExpert engine oils not only meet the rigorous quality standards according to API (American Petroleum Institute), ACEA (European Automobile Manufacturers’ Association) and ILSAC (International Lubricants Standardization and Approval Committee), but also high standards of car manufacturers.