Product Launch Event at Herald Square Leads to Prestigious Award

NY, NY (June 7, 2012) Synergy partnered with client Cohn & Wolfe on a consumer and media product launch event at Herald Square last year that was part of a larger integrated campaign to launch Valvoline's new NextGen motor oil. That campaign was recently awarded a prestigious PRSA-NY Big Apple award in the "Marketing Consumer Products: Other" category. 


The launch event had several experiential components designed to attract media attention and consumer engagement. It was held in April-National Recycling Month-at Herald Square, one of the most media and consumer friendly locations in New York City. The focal point of the experience was a larger-than-life, 30' oil drum designed to demonstrate how much motor oil could be saved each year if consumers used Valvoline NextGen. Consumers took a pledge at branded kiosk stations to "Go Green" by using the product and had the opportunity to "test drive" a Valvoline-branded race simulator, modeled after the No. 16 NASCAR Sprint Cup Series car. 


Synergy also fabricated a garage at the event site, which served as an SMT backdrop for NASCAR personality Rutledge Wood of SPEED. 


According to Valvoline, the new formula "is a high-performance product that uses 50 percent recycled oil and matches the quality of other Valvoline motor oils (that use non-recycled base oil)."


PRSA-NY established the Big Apple Awards program in 1988 to encourage excellence in public relations. Superior communications programs solve problems, change opinions and create opportunities. The Big Apple Awards recognizes communications professionals who have achieved the standards of excellence.