Long before the case Omni International Hospital, there are Top 1 oil . Oil producer is also a sap e-mail or so called e-mail complaint. Because a e-mail written on a freezing morning that, at 02.00, in 2003. E-mail is sent from a computer in the cafe in Bendungan Hilir, Jakarta.

Contents mixed with the hard harras tone. Some says, “This oil is not a native American”, another one also called this is not synthetic oil. A severe, there is a mention, “Top 1 can damage the engine.” Although the offense, PT Asia Topindo Atlas (Top 1) ignore them. “We originally didnt care,” said Derrick Surya, Brand Manager of Top 1 oil.

Along with time, this recommendation seems rather misguided disappeared. He even like snow balls, roll-mailing to the mailing list and spread to blogs and discussion forums. Issues that the greater astray. Then go to the mailing-list important, such as English Club, Corolla, Corolla, DX, Toyota-Corona, Toyota-Kijang, IDMOC (Korean Mitsubishi Owners Club), Mazda Club, Jakarta Peugeot Club, Honda Tiger Mailing List, and Yamaha RX Mania.

Issues that will later also from the mouth to mouth to spread to the workshops and car motorcycle.

King of the oil market 20 percent of Indonesia’s oil felt shocked. Citra they sag. “Critical Condition” so the word management Top 1.

But they do not challenge consumers with anger as the Omni Hospital. “If the issue is left, people will really believe that the quality of oil Top 1 not good,” Derrick said in a seminar titled “Sharpening Your Online PR Strategy” which was held Virtual marketing consultant some time ago.

Top 1 perceptivity take. They clean up the issue with the daring to build communication (online). They titivate company site. They also provide specialist oil that is ready to answer the various questions. That site is a place for clarification of the still doubtful about the quality of the oil.

Spend their entire arsenal, began to use the discussion forum, providing a corner of consulting, advertising on news sites, up to the campaign activities. Italics issue is also pin them with viral marketing campaign through e-mail.

Nearly no neck region was daring them not to “attack”. Even in the YouTube site, for example, they install a video that shows luxury cars messmate Honda CRV secure the oil Top 1. By the struggle that they grope in the pocket more, with investment for online badget increased 260 percent in 2008 compared to previous years.

How consumers embrace this challenge and was not effective. Top 1 User oli start to believe oil is good. “Even if people have vilifyTop-1, users will answer the truth without any command. They oli Top 1 defender, “said Derrick./aveef

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