OIL giant Mobil launched a new consumer push for its premium Mobil 1 synthetic oil recently, leveraging heavily on their long standing sponsorship of the Walkinshaw Supercars racing team.

The ‘Ask for Mobil’ promotion offers Mobil 1 customers the chance to win $250,000 worth of prizes including one of three limited edition HSV Commodores, $15,000 worth of Visa gift cards or instant Mobil 1 product.

The new promotion was launched at the Walkinshaw racing team’s workshop with both Mobil 1 HSV Racing drivers, James Courtney and Scott Pye, present along with Walkinshaw Group CEO Tim Jackson.

Mobil 1 retail manager, Christie Torwick, said the new ‘Ask for Mobil’ promotion gave customers the chance to feel part of the Mobil 1 HSV family and she hoped customers would thoroughly embrace it in the coming months.

“Our cutting-edge Mobil 1 products are packed with ultimate performance and protection and are trusted by drivers globally to keep their engines running smoothly, be it on the track or on the road,” she said.

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“We love giving people the opportunity to access exclusive and unique prizes so we’re especially excited to have this promotion up and running.

“This is a great opportunity for our customers to get their hands on a limited edition HSV vehicle – as well as a host of other excellent prizes – so we encourage everyone to ‘Ask for Mobil’ at their local participating automotive retail store or mechanic and get involved,” Ms Torwick said.

“Mobil 1 and Walkinshaw Racing have had a close relationship for 24 years,” said Walkinshaw Group CEO, Tim Jackson. “It is based on a long-term, collaborative affiliation between two iconic brands firmly committed to Australian motor racing and lubricant technological manufacturing.

“We are extremely proud to work with Mobil 1 and we look forward to continuing to growing and developing the relationship well into the future,” Mr Jackson said.

The challenge for all manufacturers of premium quality synthetic oils is educating consumers of its benefits to their vehicle and persuading them to pay the high price that such products command. It is not unusual for a five-litre pack of premium fully synthetic oil to cost $75, and many modern cars take seven or more litres at an oil and filter change.

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Promoting premium oils via motorsport is a well proven path, one that Mobil is continuing to embrace.

As part of the company’s recent promotion launch, GoAutoNews Premium was taken on a tour of the Walkinshaw racing facility hosted by acting general manager of motorsport Mathew Nillson.

The comprehensive and informative tour was certainly an eye opener for those not familiar with motorsport, and deeply interesting for the more informed.

Mr Nillson was keen to reinforce the benefits of links to a large oil company. Aside from cash sponsorship input, he said the Walkinshaw team had received significant assistance over the years via the development of specialist lubricants able to withstand the rigours of racing and extend components life while minimising power losses.

Just the sort of message that will help persuade people to part with extra cash for a better oil.

The Mobil 1 ‘Ask for Mobil’ consumer promotion runs until October 31.

By Daniel Cotterill