Could an Oil Lubricant Brand Be in Drama PPL?

Hyundai Oilbank Lubricants Support Drama Production
'Hyundai Xteer' Advertisements Displayed at Taxi Company Repair Shops

[Asia Economy Reporter Choi Dae-yeol] Hyundai Oilbank is drawing attention by supporting a recently launched drama with its lubricant brand ‘Hyundai Xteer.’ Lubricants are among the few petroleum products that directly reach individual consumers, and the company believes that more people, especially younger generations, are choosing products based on brand preference.

The drama supported this time is ‘Model Taxi,’ based on a popular webtoon, airing on SBS on Fridays and Saturdays. It tells the story of a mysterious taxi company and its drivers who carry out revenge on behalf of victims of injustice. Hyundai Oilbank plans to expose the Hyundai Xteer brand by displaying product containers and advertisements at the taxi company’s maintenance shop, a key filming location. The company also intends to actively promote the brand by posting parody videos on its SNS account Hyundai5iljang.

Hyundai Oilbank launched its lubricant brand in 2013. Through sports marketing such as sponsoring the K League and focusing on maintenance shop customers, it rose to become one of the top five domestic companies last year. The company plans to strengthen advertising and promotions targeting younger customers to increase market share in the growing eco-friendly and premium product markets starting this year. Although lubricants are a niche product with a small share in the petroleum industry, their profitability is much higher.

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