OMV BIXXOL Super City Hero




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  • 2013-11-17 18:12:44
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On Thursday, Nov. 14, an AUBG alumnus Emil Tsenov gave a presentation on an integrated marketing campaign called ¨OMV BIXXOL Super City Hero¨. Tsenov talked about the internet game, which was created to raise awareness about the product - the oil - and the brand itself among the customers. The event was organised by the Career Center and is part of CareerLink events.  Tsenov graduated from AUBG in 1995. After that, he continued his education in Sofia University and INSEAD Fontainebleau in France. He used to work for companies like Philips and Zurich Insurance in Vienna, Bulgartabac AD and Ford Motor Company in the U.K. Now he is an international marketing manager in OMV and an adjunct professor in Webster Vienna University, where he teaches international marketing. Tsenov was also the co-founder and marketing manager of Radio AURA. After a brief introduction, Tsenov asked students to share their opinions on what marketing is. Then he expressed his own view, “marketing is everything that creates value of a product.” The presentation featured an integrated marketing campaign launched as an awareness builder of the OMV brand. An integrated marketing campaign, as Tsenov said, is a campaign, which combines multiple media marketing tools and tactics to increase market and brand awareness. The campaign primary goals were to reinforce the positioning of the OMV BIXXOL special oil made for every type of car and to present the values of the product. Secondary goals were to increase the sales in retail stations and the visits to the website. “We didn’t have funds for an expensive campaign to maintain the brand image, so we went for an internet game”. In association with Melon, a software company, OMV developed a game called “Super City Hero.” It took more than a year and a half to develop and implement the campaign. Melon’s marketing manager, Peter Schwarz, also an AUBG alumnus, class of 2002, spoke about the technical side of the campaign. Melon was responsible for the game concept, user interface and game design, programming and support. Initially the game was launched in Bulgaria and Romania. “The end result was supposed to be an online game, but it should look and feel like a desktop game”, Schwarz said. The challenge was to provide smooth online experience through a browser, which usually slows down the game. The other problem was the Internet connection speed. Tsenov said that the results of the campaign exceeded their initial expectations. “Usually it takes two weeks for people to get saturated and bored, but this campaign was so successful that we kept the game running for one year after that.” He also mentioned that the feedback from the users was generally favorable. The presentation was followed by a Q&A session.