Business Challenge
ConocoPhillips operates more than 2,700 U.S. retail gas stations under the Phillips 66, Conoco and 76 brands. Each of the brands frequently conducted store openings, re-openings and promotions to build brand awareness, trial and sales, but they lacked a cohesive, unique creative concept to optimize their event marketing performance. The company gave aim four weeks to come up with a concept and execute our first event.
Insight
Consumer engagement is typically very low at gas stations and c-stores. You get in and get out. By ramping up the fun factor, we knew we could turn a mundane, routine experience into something people would talk about.
Strategy
We created Pump for Prizes, a live promotion experience that brought the gas station to life, turning the routine task of pumping gas and the commute to work into a fun opportunity to win prizes. aim recruited, trained, deployed and managed a small army of brand ambassadors to engage consumers onsite. Consumers could try their hand at winning prizes while they pumped gas, and ambassadors handed out bounceback coupons to get customers into retail stores for incremental purchases. The entire experience was developed to be highly flexible, so it could be easily rebranded for each of the ConocoPhillips brands.
Bragging Rights
Top-of-mind awareness of the ConocoPhillips brands was 80% among event attendees, significantly higher than the brand’s overall 48% unaided awareness. The 80% redemption rate for bounceback coupons was the highest ever for a ConocoPhillips program, and over 65% of those who participated in said they would consider using 76 gasoline next time, double the percentage of the General Market.
