A star product deserves a glittering launch. Lubricants & Specialties rolled out just that for the new Mobil 1 motor oil with SuperSyn™ as it hit its first stop in Singapore in its Asia Pacific launch.

The best keeps getting better. That was how Asia Pacific Lubricants & Specialties Regional Director Jim Hennessy described Mobil 1 with SuperSyn at the Asia Pacific internal launch held at the Atrium of HarbourFront Centre.

The launch at regional headquarters flagged the start of an exciting roll-out across Asia Pacific of a new oil and new packaging.

The Mobil 1 launch saw 3000 employees in Singapore all receive a launch pack, to help them better understand this outstanding product. "Our aim is significant sales growth and we would like the entire ExxonMobil team to play a part... we want you to use the product and we would like your support as an advocate and ambassador," Jim explained.

He extolled the qualities of the motor oil saying that it provides a higher level of performance than ever before and exceeds the toughest industry standards by using a proprietary anti-wear technology, SuperSyn. "The technology we have built into this product is protected by more patents than any other automotive oil in history."

And what that really means is that we still market the best oil in the industry.

Along with the evolution of Mobil 1, the new Mobil 1 with SuperSyn comes in new packaging for all consumer sizes including 1-litre and 4-litre packaging for Singapore and Malaysia and 5-litre for Australia. It will lead the way for all Mobil and Esso product lines in future.

Japan was the first Asian market to launch Mobil 1 with SuperSyn with a regional initiated promotion featuring a mini CD ROM loaded with product information, screensavers and even a driving game. The Singapore trade launch at Tanah Merah Country Club followed.

The Singapore and Malaysian media received a technical presentation following the Asian Festival of Speed race meeting as well as the opportunity to ride around the Sepang International Circuit in a Porsche Carrera Cup GT3 racecar with race winner Nigel Albon behind the wheel.

The heat in the car was almost a match for the pace set by Mr. Albon, and testament to the quality of the Mobil 1 oil used by all the Carrera Cup cars.

Celebrity driver and pop icon from Taiwan, Jimmy Lin was also on hand after driving two incredible races in a Mobil 1 sponsored Porsche GT3, proving he is more than just an on-screen talent.

This was just the beginning of an innovative campaign of communications to let the consumer know more about Mobil 1 and drive long term sales success. More national launches are in the pipeline.