It will be the first work for Mobil from Burrell Communications Group, Chicago, hired last August as the marketer's first African-American agency.
IMPROVING MINORITY EFFORTS
Mobil is trying to do a better job of reaching certain ethnic segments, and also has hired a Hispanic agency, Ornelas & Associates, Dallas.
In the past, Mobil targeted minority segments using its general-market agency, DDB Needham Worldwide, New York.
"We've recognized that one size does not fit all," said Jeff Webster, marketing development manager for Mobil. "In the past, we have had a very general focus and what we have tried to do is enlist the support of the experts in helping us develop a targeted message to the African-American consumer."
The campaign consists of one 30-second TV spot, two 30-second radio spots, outdoor advertising, event marketing, consumer promotions and public relations. The campaign will first hit in Los Angeles and then later roll into Detroit and Philadelphia.
`MY WORLD' IN A CAR
The new campaign is entitled "My World." The TV spot takes the viewer through a typical day of a black male in his automobile, and is tagged, "Mobil Super Plus makes a world of difference."
"African-Americans will see this as a truly targeted piece," said Rob Jackson, client service director for Burrell. "The audience will see that Mobil is making a commitment to the market."
Along with the advertising, Mobil will sponsor events in urban communities using local dealers and will develop partnerships with organizations including the National Urban League.
Mobil spends $35 million on measured media annually. No budget was disclosed for the black consumer effort.