Petrol Ofisi Promo, Case study 1/4 TANK OF FUEL FOR YOUR RETWEET by OMD Istanbul

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1/4 TANK OF FUEL FOR YOUR RETWEET

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market Turkey
Agency OMD Istanbul
Released December 2012

Credits & Description

Advertiser: OMV PETROL OFISI
Agency: OMD
Category: Cars & Automotive Services
Digital Manager: Atakan Demirci (OMD Turkey)
Account Planning Executive: Goksenin Zengin (OMD Turkey)
Account Planning Director: Erdem Erinc (OMD Turkey)
Brand And Communication Manager: Ozge Gokcek (OMV Petrol Ofisi)
Digital Planner: Ozgur Seckiner (OMD Turkey)
Associate General Manager: Yesim İpek (OMD Turkey)
Marketing Director: Alp Akgunlu (OMV Petrol Ofisi)
Digital Planner: Enver Torgut (OMD Turkey)
Account Planning Executive: Tracy Kuyumciyan (OMD Turkey)
Digital Director: Tuncay Yavuz (OMD Turkey)
Brand And Communication Manager: Burcak Erturk (OMV Petrol Ofisi)
Social Media Planner: Emel Aydinli (OMD Turkey)

Effectiveness
We reach 2.2m Twitter followers and NTVSpor’s viewers every week throughout the whole football season.Participation has increased each week. With a 50 TL fuel voucher meaning ¼ of a fuel tank, our #extraperformance hashtags recieve approxiamately 13.000 retweets/week, making Petrol Ofisi one of the trending topics.Brand KPIs for “extra performance” such as “get more mileage”, “increase car performance” rose significantly, meanwhile total market score rose by 1 point, while Petrol Ofisi grew by 3 points.The cost of the project is less than 4 full page ads in a major newspaper’s sports page – now that’s “extra performance”.

Strategy
Turkey’s leading fuel company, Petrol Ofisi, offers 4% extra performance. It’s the first time that a fuel company explicitly put a number on its performance claim instead of making vague promises. We wanted our target group to enjoy our claim at their favorite performance sport, football. Performance means “players” at football. Selecting the player of the week is no new matter ; send an sms, come to our website, vote, win a car, win tickets - done so many times, by so many brands. This classical approach; is not instant, hardly connected with brands’ core message, so mostly has poor results.We changed this game. We teamed up with NTVSpor, leading football TV channel and it’s official Twitter account with 2.2m followers. Using the top football programme “90+” and the channel’s Twitter account, Petrol Ofisi’s “extra performance player of the week” and the “1/4 fuel tank award” was born.

Execution
Every Monday, 90+ presenters invite viewers to retweet for their favourite “extra performance player of the week”. The 4 nominated players are each given the hashtag #extraperformance by NTVSpor’s Twitter account. Viewers simply retweet for their player of choice.The TV broadcast is well branded with Petrol Ofisi 4% Extra Performance banners and calls to action. “Retweet and be one of 104 viewers to win a 50 TL fuel voucher - 1/4 fuel tank worth- from Petrol Ofisi”.A massive 2.2m followers and a national TV audience are exposed to this campaign. In the space of an hour, the most retweeted, winning football player is announced and 104 viewers are awarded with 50 TL’s worth of fuel – a much appreciated gift in Turkey where petrol prices are soaring.