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The G-Energy engine oils advertising campaign to get Effie Awards Russia

3 MAY 2017
“The Sound imitator. Adaptation to any situation” – The G-Energy engine oils advertising campaign has received Effie Awards Russia 2017 which is the main award for success in marketing and advertising in Russia.

The key element of the advertising campaign was a video featuring Daniel Jovanov, a brilliant imitator, famous for being the best car engine sound imitator. According to the story Daniel imitates the sound of the engine of G-Energy Team racing car which was moving and drifting in off-road, desert and ice conditions. The G-Energy engine oil helps to perform the effective function of the “human car guy” in hard off-road rally conditions.

The Effie Awards Russia is a national stage of the Effie Worldwide – one of the most prestigious awards in the world marketing which is awarded for the marketing effectiveness – the main achievement in the area of advertising and marketing communications. This contest has been presented since 1968 and is being held worldwide, in 44 countries across five continents.

Three hundred requests to participate were presented of which only one hundred reached the final of Russian contest in 2017. The members of jury – agents of major Russian and international brands as well as invited experts in the communications market, evaluated works in two stages.

The Gazpromneft company's brands have already won four Effie Awards. Gazpromneft gas stations retail network brand received awards in 2011. G-Drive fuel brand received awards in 2013 and G-Energy motor oil brand received awards in 2013.


Gazpromneft-Lubricants (Gazpromneft-Lubricants Ltd.) is a subsidiary of Gazprom Neft that specializes in the production and sale of oils, lubricants and technical fluids. Established in November 2007, Gazpromneft-Lubricants operates six production sites in Russia, Italy and Serbia. Total production volume amounts to 500,000 tons of high-quality oils, lubricants and technical fluids per year The Omsk Lubricant Plant (OZSM) operates Russia’s most advanced process line for the mixing, filling and packaging of oils with a total annual mixing-and-packaging capacity of 300,000 tons. The management system established at Gazpromneft-Lubricants and its production assets conforms to the requirements of the international standards ISO 9001, ISO 14001, ISO 16949, and OHSAS 18001. The company supplies its products to the Russian assembly lines of DAIMLER KAMAZ RUS, KZ ROSTSELMASH, KAMAZ, AVTOTOR (Hyundai assembly line), AZ GAZ, UAZ (Sollers), and BELAZ. Consumers of Gazpromneft-Lubricants products include Severstal, Sibur, Gazprom, Evraz, MMK, TMK, NLMK, Rusal, Alrosa, RZD and other leading industrial enterprises. The product range includes 500 brands of oils and lubricants for all market sectors (more than 1,200 commodity items). The company’s products have earned the approval of more than 250 leading equipment manufacturers: BMW, Mercedes-Benz, Volkswagen, Volvo, Renault, General Motors, Cummins, MAN, ZF, KAMAZ, Avtovaz, Bosch Rexroth, and others. The company controls 15% of the Russian lubricant market and also operates in the CIS and the Baltic region, Europe, Central and Southeast Asia, Africa, and beyond. All in all, the company’s products are sold in more than 60 countries worldwide.

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