Raysun, Specialized in Exceptional Care

With the easing of certain sanctions on Iran and the recommencement of automobile imports in 2020, there was a significant rise in the demand for engine oils specifically formulated for contemporary vehicles. In response, Iranian manufacturers began investigating the potential to create engine oils tailored to modern automobiles.
Raysun's latest marketing initiative aimed to establish the brand as synonymous with premium engine oil for the new generation of cars produced after 2020, particularly those requiring special attention. The goal was to position Raysun as a high-end brand that utilizes its manufacturing expertise to promote engine health and overall vehicle performance. Another key aim of this campaign was to differentiate Raysun from its competitors by emphasizing the Unique Selling Proposition (USP) of its products, which centers on quality and dependability. The campaign also sought to instill confidence in consumers, presenting Raysun as a brand that genuinely understands their needs and can effectively address their concerns.
To realize these objectives, the communication strategy revolved around the central theme of "Exceptional Care" showcasing Raysun's steadfast dedication to maintaining superior product quality and stringent quality control measures. This approach ensures that today’s discerning car owners can trust in the outstanding performance and reliability of Raysun's offerings, specifically designed for their modern vehicles.
“Exceptional Care” is not only a reflection of the functional advantages of the products but also communicates that consumers can enjoy reduced maintenance costs while benefiting from impeccable engine performance. Emotionally, this concept underscores that the primary advantages Raysun provides are peace of mind and a sense of special attention for their vehicles.
In line with this strategy, the launch campaign for the Raysun Leo X9 engine oil was crafted to make a significant impact in the Iranian market. This fully synthetic gasoline engine oil, known for its top-tier API SP quality, is ideal for modern automobiles. The “Raysun, Specialized in Exceptional Care” campaign featured an engaging television commercial, outdoor advertising, and public relations efforts, coinciding with the product launch in July 2024.