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2003年以来,中石化旗下的长城润滑油启动了“1+N”品牌工程。“I”指的是选择中央电视台作为战略合作伙伴,2004、2005连续两年在中央电视台黄金时段投放广告,总额超过2亿元。“N”指的是几项大型品牌活动:请张艺谋拍电视广告,赞助神舟五号飞天,赞助F1,成为南极科考“雪龙号”指定用油成为“北京2008年奥运会正式用油”。在央视广告拉动下,“1+N”工程顺利地解决了两个困扰中石化多年的问题——成功将中石化旗下的“海牌”、“南海”、“一坪”等其他润滑油品牌整合为“长城”;销量突飞猛进:2004年1—6月,长城包装产品同比增加了53%,高端润滑油销量更是达到100%的增长。2005年1—5月,长城润滑油的高档油销售同比增长90%。
Since 2003, Sinopec’s Great Wall Lubricant has launched the “1 + N” brand project. “I ” refers to the choice of CCTV as a strategic partner, 2004,2005 two consecutive years CCTV prime time advertising, totaling more than 200 million yuan. “N ” refers to several major brand activities: Please Zhang Yimou TV commercials, sponsored the Shenzhou V flying, sponsored F1, became the Antarctic expedition “Snow Dragon ” designated oil to become “Beijing 2008 Olympic Games Formal oil ”. Under the driving of CCTV, “1 + N ” project successfully solved two problems that plagued Sinopec for many years. It succeeded in integrating Sinopec’s “sea brand”, “Nanhai”, “Ping” “And other lubricants brands integrated into the” Great Wall "; sales soared: January-June 2004, the Great Wall packaging products increased by 53%, high-end lubricants sales even reached 100% growth. From January to May 2005, the sales of high grade oil of Great Wall Lubricating Oil increased by 90% over the same period of previous year.