BE AN EKOIST by All Channels Communication for EKO

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BE AN EKOIST

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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Bulgaria
Agency All Channels Communication
Creative Director Marin Kostov - Muro
Art Director Milen Galabov
Released August 2009

Credits & Description

Category: Corporate Image & Information
Advertiser: EKO BULGARIA
Product/Service: FUEL STATIONS
Agency: ALL CHANNELS COMMUNICATION
Date of First Appearance: Aug 24 2009 12:00AM
Entrant Company: ALL CHANNELS COMMUNICATION, Sofia, BULGARIA
Entry URL: http://ekoist.bg/
Creative Director: Marin Kostov - Muro (All Channels Advertising)
Art Director: Milen Galabov (All Channels Advertising)
Media Manager: Valya Petrova (All Channels Advertising)
Production Manager: Maria Nikolova (All Channels Advertising)
Account Executive: Vladimir Stefanov (All Channels Advertising)
Senior Graphic Designer: Martin Gruev (All Channels Advertising)
Junior Graphic Designer: Veneta Galabova (All Channels Advertising)
Media placement: Internet Campaign - 2 CPM Banners - Network Of 33 Autoforums; Two Sports Sites, 6 News Sites; 2 Lifestyle Sites - 24 August 2009
Media placement: Internet Campaign - 2 CPC Banners - EasyAds Network Of 398 Bulgarian Websites - 24 August 2009
Media placement: Internet Campaign - 2 Social Ads - Faecebook - 24 August 2009
Media placement: Internet Campaign - 2 Text Links - Google Content Network - 24 August 2009
Media placement: Press Campaign - 9 Advertisements - Capital Light Weekly Magazine - 29 August 2009
Media placement: Press Campaign - 1 Advertisement - Grazia Monthly Magazine - September 2009
Media placement: Radio Campaign - 2 Spots - Darik, Radio 1, Z-ROCK, NOVA, ALFA, BRAVO - 24 August 2009
Media placement: OOH Campaign - Bus Branding, 2 Back Visuals - 5 Buses In Sofia - 24 August 2009
Media placement: Outdoor Campaign - 2 Visuals - 13 Billboards At Key Positions In Sofia - 24 August 2009

Describe the objective of the promotion.
The objective of “Be an EKOist” promotional image campaign was to position EKO Bulgaria, the owner of EKO fuel station chain, as a modern and urban company in the minds of the relevant target audience.

Describe how the promotion developed from concept to implementation
From what we got as an insight, these people were trying to live and drive in the city in a socially responsible way, but were mad at the predominantly oriental driving style and felt tired of living in the city. They didn’t believe someone could change the status quo. It was time to give those people a cause: the “Be an EKOist” cause. Everyone was invited to share his/her EKOistic ideas on how we should live together in the big city, and to not only win a big prize (a netbook given every day for 2 months), but also see his/her idea published as a unique one in a famous lifestyle magazine (one idea per week).

Describe the success of the promotion with both client and consumer including some quantifiable results
- 1 349 fans in Facebook (2 groups). - 8 750 EKOistic ideas collected. - 133 874 visits to the website in 2 months. - The campaign is approved by 70% of the respondents, and 80% expressed willingness to participate in another campaign*. *Quantitative online study, November 2009, Market Links - EKO became the very first fuel station to change the typical Bulgarian fuel market one-way communication into an effective dialogue at equal rights with its customers to share their ideas and express their opinion.

Explain why the method of promotion was most relevant to the product or service
Since EKO is a fuel station chain, it appears to be quite natural for it to express opinion on people’s driving style and behaviour on the road. Having the EKOist cause of smart and urban driving and living, EKO was positioned as the only one in the market that shared the same values with its customers and was ready to do something more for them, not just selling fuels.