Advertiser: OMV PETROL OFISI
Agency: OMD
Category: Cars & Automotive Services
Brand And Communication Manager: Burcak Erturk (OMV Petrol Ofisi)
Social Media Planner: Emel Aydinli (OMD Turkey)
Marketing Director: Alp Akgunlu (OMV Petrol Ofisi)
Digital Planner: Enver Torgut (OMD Turkey)
Account Planning Executive: Goksenin Zengin (OMD Turkey)
Account Planning Executive: Tracy Kuyumciyan (OMD Turkey)
Digital Director: Tuncay Yavuz (OMD Turkey)
Account Planning Director: Erdem Erinc (OMD Turkey)
Digital Planner: Ozgur Seckiner (OMD Turkey)
Associate General Manager: Yesim İpek (OMD Turkey)
Digital Manager: Atakan Demirci (OMD Turkey)
Brand And Communication Manager: Ozge Gokcek (OMV Petrol Ofisi)
Execution
During live broadcasts matches at Lig TV, we aired our “Petrol Ofisi 4% extra performance ” banner ads each time a player substitution happened. A pair of fresh legs = extra performance by the team.On NTVSpor TV channel and simultaneously on its Twitter account – with 2.2m followers , we invite viewers to retweet for the “extra performance player of the week” and instantly win ¼ fuel tank vouchers.We also brand NTVspor’s top 4 most important football tweets every day.In Fotomaç and Fanatik football newspapers, we had “extra performance” pages designed by newspapers’ editors, and branded with Petrol Ofisi’s message. On ligtv.com.tr (Lig TV’s official website) we air a 60’’ videclip of the 4 best extra performance match moments of the week, in Petrol Ofisi branding. We air the same videoclip on sporx.com and mackolik.com websites, and also post it on social media accounts of these media!
Effectiveness
The football territory may be saturated with giant brands, but through carefully crafted tactics, our “4% Extra Performance” campaign had all corners covered without the multi-million-dollar deals. We worked out each opportunity in football to the detail and had our winning strategy in place.KPI’s for “extra performance” such as “get more mileage”, “increases car performance” are on the rise. Petrol Ofisi’s TOM scores are highest ever, higher than the closest competitor with a nationwide celebrity campaign! Meanwhile total market grew by +1 points, while Petrol Ofisi did by +3 points.That’s what we call “extra performance” .
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’s claim is 4% extra performance for its products. It’s the first time that a fuel company explicitly put a number on its performance claim instead of vague promises. The main field of extra performance is football and we decided to bring our idea to life there.Football has its own castles in Turkey; 2 TV channels ( Lig Tv, NTVspor), 2 newspapers ( Fanatik, Fotomaç), 3 major websites (Sporx,ligtv.com.tr,mackolik.com) and 1 Twitter account ( NTVSpor’s official Twitter account).We decided to conquer these castles for our 4% extra performance claim. We designed tailor made media solutions for each media, we identified each media’s “performance” tap and unleash it for our message.