“S-OIL, an oil refinery with a differentiated image created by GOODOIL,

In what direction can we build our own competitiveness in the future?”

S-OIL, whose motto is “an eco-friendly energy chemical company with the best competitiveness and creativity,” commissioned a campaign to strengthen its brand value in the mid- to long-term. We proposed a campaign with the goal of going beyond simply differentiated positioning of S-OIL and building the brand image expected of the No. 1 refining oil category in this era.

For consumers, using the gas station closest to their living environment is a natural and familiar usage pattern. This is because, from their perspective, it was difficult to perceive differences in quality between products from competitors in the oil refining industry. As a result, “reliability” and “competitiveness”, which consumers consider most important when it comes to oil companies, were areas that no competitor could easily dominate.

While I was thinking about preparing the proposal, I became convinced that only S-OIL would be able to dominate the “reliability” and “competitiveness” that oil refineries can have. Unlike other competitors, S-OIL's image was driven by the GOODOIL character, and it was expected that strengthening the image of Goo Do-il as “competitive and capable” would also strengthen the perception of S-OIL.

We proposed an idea to transform S-OIL’s representative mascot, GOODOIL, from a “fun and friendly” character into a character “who can represent S-OIL’s