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Sponsorship of "Vojvodina" volleyball club from Novi Sad has promoted the aspiration of NIS - Novi Sad Oil Refinery to position itself on the market as producer of quality lubricant oils. Several world famous volleyball players like Gyula Mester, Vladimir and Nikola Grbić, Vladimir Batez and others have come from this club.

At first sight NOVOLIN brand, a family of lubricant oils  and a sport like volleyball have nothing in common. Our task was to find a connection between them and use it as a base concept for promoting the brand.

The mainstay of the promotional message was found in the fact that top sport results demand strength, adroitness and controlled movements and that is what NOVOLIN lubricant oils provide to the motors and machines they have been intended for. A suitable combination of advertisment, sponsorship and sales promotion was conceived so that the fundamental message contained in the "Gist of Motion" slogan would be efficiently transferred to the targeted audience. The concept got animated in two TV spots. In one of them the protagonist is a volleyball player of such perfect movements that he creates the impression of being a cyborg. In the other we have toyed with the letters of the brand's logo introducing a new name and a new brand for the Serbian market. The sponsorship of the volleyball club and the accompanying promotional materials were created to ease the process of sales.

The coupling of things that generally are not compatible has contributed to a greater popularity of NIS - Novi Sad Oil Refinery and to a faster familiarization of the market with its new brand, NOVOLIN. Gradually, the players of "Vojvodina" playing in the national team of Serbia have helped the team win most of its trophies ever.