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High-performance ATTITUDE. |
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The following promotion
demonstrates how media can be integrated for powerful results, even for a
commodity product and an ill-defined brand, such as this regional gasoline
and convenience store company. |
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OBJECTIVES |
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To increase unleaded plus sales by 2% and premium
unleaded sales by 1% over comparable product sales during the same
time-period |
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To offer TOTAL customers value-added business
incentives, thereby stimulating incremental gasoline usage and influencing
trade up to higher grades |
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To offer prospective customers value-added business
incentives at below wholesale cost and perceptively below retail value,
thereby influencing trial and brand switching |
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To develop the TOTAL brand in Oklahoma City, thereby
increasing unaided brand awareness, unaided advertising awareness, and
favorable predisposition toward TOTAL |
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TARGET AUDIENCE |
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Primary: Men 18 - 34 |
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Secondary: Men 35 - 64 |
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ADVERTISING STRATEGIES |
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Tease targeted Oklahoma City consumers concerning
the sports car campaign with 5 days of high-reach radio advertising. |
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Promote one model high-performance sports car on
radio every week thereafter for six consecutive weeks. |
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Feature the following six model cars for one week
each: |
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Week of October 16 - Ferrari |
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Week of October 23 - Corvette ZR-1 |
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Week of October 30 - Lotus Esprit |
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Week of November 6 - Porsche 911
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Week of November 13 - Lamborghini |
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Week of November 20 - Jaguar XJ220 |
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Support weekly model sales with primary emphasis on
radio advertising sufficient to accumulate a minimum reach of 75% with an
average frequency of 15+ against the target audience |
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Support radio advertising with a billboard campaign
featuring the six cars and $ 1.39 offer |
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Support media with point-of-purchase display
materials, including a gasoline island banner, pole sign and counter card
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Radio ads should blend the brand images of the six
cars with the brand image of TOTAL's higher-octane grades of gasoline.
Radio copy should appeal to a man's desire to own a high-performance
sports car and the suitability of these model cars for display at home or
in a business office environment. |
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SALES PROMOTION STRATEGY |
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During the week featuring a Corvette ZR-1,
cross-promote with a Chevrolet dealer. Locate ZR-1 show cars at strategic
TOTAL locations throughout Oklahoma City, and use show cars as eye-catching
displays. The Chevrolet dealer will promote a tie-in with TOTAL through his
advertising schedule, provide several show cars and participate in a
sweepstakes promotion. The sweepstakes will offer one randomly drawn winner
with six month's use of a leased ZR-1 plus $500 in gasoline. |
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RESULTS AND COMPETITIVE ANALYSIS |
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Gasoline sales Unleaded Plus: 1.79% increase when
comparing with same period during the previous year |
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Gasoline sales mix for Premium Unleaded: .97%
increase when comparing with same period during the previous year |
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Combined advertising media, principally radio and
billboard, reached 87.3% of Oklahoma City men 18 -34 and 35 - 64, with
average frequency of 21.1. |
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Campaign achieved comparable share-of-voice levels
with market leaders Conoco and Texaco, which both ran image advertising |
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Two competitors had premium-oriented promotions
during the same timeframe. Circle K offered a free matchbox racecar with a
fill up of premium. Competitive activities, unchallenged by TOTAL, could
have depressed comparable fuel sales, the opposite of what happened.
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The final sales were 28,356 models @ $1.39
self-liquidating price. |
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