Mannol: creating a slick campaign




MANNOL UK, the fast-growing lubricants and spare parts supplier, required an agency with extensive industry experience to help promote its extensive range of products aimed at the aftermarket. It was a match made in heaven as far as we were concerned!

We were tasked with overseeing the company’s public relations, aimed at reaching MANNOL’s growing trade and consumer markets that include established motor factors, retail shops, buying groups and regional distributors. Its expanding portfolio includes oils and lubricants, car care, maintenance products, workshop products and tools.

What was key was being completely in sync with the company’s ambitious business objectives over the following 12 months and beyond. Established in 2013, the Milton Keynes-based company were going places – quite literally – with a plan to expand to Glasgow in 2017 with a new warehouse. It was time to raise the bar and deliver a strong message across the industry, that MANNOL were a brand to be reckoned with.

And what better opportunity was there to start implementing that strategy via one of the most anticipated industry events in recent years – the Automechanika trade show, held for the first time in the UK at the NEC, Birmingham. It was also the perfect platform for an exciting new product launch, MANNOL’s signature retro oil tins, which went on to become a collector’s item as much as a great product!

Editors from all the key aftermarket titles were invited on to the stand – which had already started to create a buzz before the doors had even opened – for one-on-one interviews with MD Jevgenij Lyzko. The show was hailed an industry success, none more so than for Jevgenij and Co, with new business leads being generated over the three days. Twitter followers shot up 300% as a result of a pre-show campaign and visitors who attended the stand.

Jevgenij said: “We were looking for someone with extensive experience of the industry to help us further tap into the market and Hornby Whitefoot seemed like the right fit for our requirements.”

“As well as facilitating their strong ties with the industry’s press, they have helped us build our social media platform and have been instrumental in engaging with a wider audience.”