Advertiser: OMV PETROL OFISI
Agency: OMD
Category: Cars & Automotive Services
Brand And Communication Manager: Burcak Erturk (OMV Petrol Ofisi)
Account Planning Executive: Tracy Kuyumciyan (OMD Turkey)
Associate General Manager: Yesim İpek (OMD Turkey)
Digital Manager: Atakan Demirci (OMD Turkey)
Social Media Planner: Emel Aydinli (OMD Turkey)
Brand And Communication Manager: Ozge Gokcek (OMV Petrol Ofisi)
Marketing Director: Alp Akgunlu (OMV Petrol Ofisi)
Digital Planner: Enver Torgut (OMD Turkey)
Account Planning Director: Erdem Erinc (OMD Turkey)
Account Planning Executive: Goksenin Zengin (OMD Turkey)
Digital Planner: Ozgur Seckiner (OMD Turkey)
Digital Director: Tuncay Yavuz (OMD Turkey)
Strategy
Turkey’s petrol prices are extortionate, so every car owner wants more bang for their buck and “extra performance” is the main battleground for all major fuel companies. 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 instead of making vague promises.Our target audience is football mad. Major football TV channels, newspapers, websites required significant budgets and were saturated with other brands. Yet, there was a source that no one had tapped. Turkey’s biggest sports TV channel, NTVSpor’s Twitter account has more than 2.2m followers and is the go-to place for football news. NTVSpor posts 25 tweets a day, a few get thousands of retweets – these were top performing tweets we affiliated our message with.We branded those top 4 football news tweets each day. They became the “Petrol Ofisi 4% Extra Performance Tweets”.
Execution
Using a major media channel’s official Twitter account, tailoring it for our message, we created a brand new communication model for social media. Each day’s 4 most important tweets are sent to followers with the “Petrol Ofisi 4% Extra Performance” branding. Our target group very quickly understood that an exciting, compelling tweet is accompanied by the “Petrol Ofisi 4% Extra Performance” messaging! All our branded tweets are the highest “retweeted” news of the day. These posts also instantly appear on the NTVSpor website’s homepage, in the “Petrol Ofisi Extra Performance” corner. Soon, website visitors knew that the hottest news of the day could be found in that corner. We are not “just another advertiser with the usual ads”. We became an integral, sought-after part of the football news..
Effectiveness
Our branded “Top 4 football news tweets” reaches 2.2m followers and has been for 7 months, covering a full football season.These tweets are also on NTVSpor’s website, reaching 4.7m unique users/month. Petrol Ofisi’s brand KPI’s for “extra performance” such as “get more mileage”, “increase car performance” rose significantly, meanwhile total market points rose by 1, while Petrol Ofisi grew by 3 points.And the cost? It’s less than a full page ad in a newspaper. A new and effective communication model, a media first in Turkey, at a very convenient price: that’s “Extra Performance”.