ExxonMobil Launches New Line of High-Endurance Motor Oils with Fully Integrated, High-Profile Marketing Campaign Ad Campaign to Kick off During Daytona 500

FAIRFAX, Va.--Feb. 1, 20055, 2005--ExxonMobil today announced that it is rolling out one of the most aggressive fully-integrated marketing campaigns in the history of its Mobil(R) lubricants brand to increase its share of the $2 billion retail motor oil segment.

The initiative was developed to support the new line of high-endurance Mobil motor oils, which meet the longer oil-change intervals being recommended by many of today's automobile manufacturers and to respond to the fact that drivers today are going longer between oil changes -- an average of 4,300 miles. It includes a major new ad campaign, with television ads debuting on Sunday, February 20, during the most high-profile racing event of the year, the Daytona 500. In addition to the placements during the race coverage, the ads will run more than 200 times that day on more than 30 networks. The campaign will be complemented by large-scale public relations and sales-promotion efforts to help raise awareness of the new motor oil line and drive sales.

"We're not simply introducing a new product with this marketing campaign, we're introducing an entirely new category of motor oils," said Henrik Hansen, marketing manager - Americas, ExxonMobil Lubricants & Specialties. "This line of Mobil motor oils represents a shift for the industry, and by guaranteeing performance and protection for specific mileage amounts, we're alleviating some of the consumer confusion about how long their oil can last."

The creative of the campaign is centered around two television ads that are designed to appeal to people's sense of fun while communicating the benefits of the high-endurance product line. The first spot, "Slot Car," begins with a real driver behind the wheel of his car, being joined by two other real cars on a giant slot-car track where they're able to drive on and on, thanks to new high-endurance oils from Mobil. The second spot, "Video Game," shows a real driver in his car driving in a videogame world, where his steadily-dropping engine protection level gets recharged for a fresh 15,000 miles when he "captures" a bottle of new Mobil 1 Extended Performance oil.

The ad campaign will also include print, outdoor and online elements, all of which will tie in thematically and visually with the television creative.

ExxonMobil will complement the ad campaign with a number of events and grassroots-marketing initiatives, including:

-- Special Mobil-branded race cars driven by NASCAR NEXTEL Cup drivers Ryan Newman, Rusty Wallace and Travis Kvapil during the UAW-DaimlerChrysler 400 on March 13 at the Las Vegas Motor Speedway.

-- A high-profile charity event in Las Vegas, to be held during the week prior to the UAW-DaimlerChrysler 400.

-- The Mobil High-Endurance Slot Car Challenge will pit Newman against members of a Pee-Wee football team in a slot-car race at the Dodge City exhibit in Daytona on the Friday before the running of the Daytona 500.

-- A "retailtainment" program that includes special product displays, educational materials, and a traveling Mobil High-Endurance Tour, during which six SUVs with Mobil logos will crisscross the country, making stops at nearly 300 retail locations, as they take trips of 5,000, 7,500, or 15,000 miles on a single change of oil. In addition, promotions are planned with leading auto-parts chains.

All of these activities will help raise awareness of the new Mobil line, which consists of:

-- Mobil Clean 5000 and Mobil Clean High Mileage, two new conventional oils formulated with 16 percent more cleaning agent than earlier Mobil conventional oil for exceptional cleaning performance and guaranteed protection for 5,000 miles;

-- Mobil Clean 7500, a new synthetic blend formulation with 18 percent more cleaning agent than Mobil Clean 5000 to guarantee long-lasting protection for 7,500 miles; and

-- Mobil 1(R) Extended Performance, a new fully-synthetic formulation containing the Advanced SuperSyn System which includes 50 percent more SuperSyn than Mobil 1, ExxonMobil's proprietary high-performance synthetic component, and boosted levels of special cleaning agents to guarantee engine protection for 15,000 miles.

"Over the past few years, automobile manufacturers have started recommending longer oil change intervals; yet, many car owners are confused about exactly how long their motor oil will perform," said Mike Mullins, vice president of marketing, ExxonMobil Lubricants & Specialties. "As an industry leader, ExxonMobil developed the new Mobil high-endurance motor oils to respond to a previously unmet consumer need by guaranteeing performance and protection for 5,000, 7,500 or 15,000 miles."

Mobil Clean 5000, Mobil Clean High Mileage, Mobil Clean 7500 and Mobil 1 Extended Performance will be available at leading retailers throughout the U.S. Mobil Clean 5000, Mobil Clean High Mileage and Mobil Clean 7500 will be priced competitively with leading conventional and synthetic-blend brands. Mobil 1 Extended Performance will be premium-priced over other fully-synthetic brands.

For more information about this new line of Mobil motor oils, go to www.mobiloil.com.

ExxonMobil, Mobil, Mobil 1 and Mobil 1 SuperSyn are trademarks of Exxon Mobil Corporation or one of its subsidiaries.

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