OK is Denmark’s best-selling petrol brand. In preparation for launching Mobil, the world’s leading lubricating oil, OK asked Designit to identify challenges and opportunities in Mobil sales and determine OK’s brand image amongst target users.

Designit’s offerings would support OK in its goal to become Denmark’s preferred supplier of lubricating oil.

Real-life insight

We left our desks to talk to the experts - people who use or buy lubricating oils regularly - about their purchasing patterns, service and product expectations, and OK’s brand image.

We selected a range of workplaces and interviewees, from chemical plants and paper factories to machine operators and maintenance managers, and observed target users at work.

Driving change

We established that target users prioritised service and reliability over price when choosing a lubricating oil provider. We also revealed a discrepancy between OK’s and Mobil’s brand image that could jeopardise Mobil sales.

Based on this analysis, we made recommendations to increase OK’s Mobil sales and customer satisfaction in the future. As a result, OK was able to draw up a product launch strategy that would pave the way for strong Mobil sales across Denmark.