S-OIL wins the Presidential Award in the ‘2013 Korea Brand Awards’
● S-OIL wins the Presidential Award, the highest award in ‘the Korea Brand Awards’, for the first time among refiners.
● The refiner has succeeded in setting itself apart from the rest through its consistent brand management system and character.
S-OIL (CEO: Nasser Al-Mahasher, Korean name: 나세일) won the Presidential Award, which is granted to the best brand of the year, at ‘the 15th Korea Brand Awards ceremony’ held at the Korea Chamber of Commerce and Industry on Nov. 6.
‘The Korea Brand Awards’, hosted by the Ministry of Trade, Industry and Energy and organized by the Institute for Industrial Policy Studies, is the only national award program related to brands and S-OIL is the first refiner to receive the Presidential Award.
An S-OIL official said, “We won recognition for implementing integrated marketing communication based on our systematic and consistent brand management system and also for succeeding in setting us apart from the crowd by introducing the character ‘Goodoil’ for the first time in the refining industry.” He added, “We’ll do our best to make S-OIL a lovemark much coveted by consumers by building the character Goodoil into a brand asset that improves our company’s image.”
The refiner conducts a consumer survey regarding brand, advertising, and marketing issues in a scientific way in collaboration with a survey agency every year in order to reflect diverse consumer needs towards the S-OIL brand in its brand strategies.
Also, although it is difficult for refiners to differentiate prices and quality, the refiner commits itself fully to design management to heighten brand differentiation and to create added emotional value. It thoroughly applies and manages its CI, service station and filling station signs, and character according to its manual and reflects new trends whenever they appear, thus enhancing design differentiation.
Meanwhile, S-OIL’s brand communication aims at ceaseless change and innovation from the consumers’ perspective. Among its changes and innovation are the ‘Goodoil’ character, which breathes life into the brand, the ‘S-OIL Goodoil Family,’ a bonus card for the new concept which returns fuel expenses to consumers, to name just a few. The Goodoil character has been introduced through diverse channels of S-OIL such as TV ads, service stations’ promotional materials, business ringtones, and corporate brochures. Using the character, S-OIL holds flash mob-style guerilla events on the beach and in campgrounds and downtown areas, etc.
*Lovemark: A brand that creates an intimate, emotional connection with consumers and is avidly hailed and loved by consumers.
