Campaign: A Tank Full of JoyBrand: PetromClient: OMV PetromSubmitted by: Cohn & Jansen JWT
Background/objectives:Due to international oil barrel quotations growth, the market became highly price sensitive. Petrom’s volumes were seriously bleeding, with loyal customers trading down to a price fighter competitor.
Strategy:Petrom came up with an emotional local campaign, reassuring Romanians that unforgettable journeys with their dear ones always rely on good quality fuel.
Results:Petrom regained the loyalty of its customers, stopped the bleeding and increased its volumes & its MS, without having to follow the competitor’s price drop.