Campaign: Unlocking the power of data & technologyBrand: RompetrolClient: RompetrolSubmitted by: United Media ServicesContributing Agency: GMP Advertising(creative)
Background/objectives:In the context of gas stations running promotional wars, Rompetrol lagged behind in digital share of interest as seen in Google searches. The mission was to revive people’s digital interest for Rompetrol, break the clutter in digital channels and outrank main competitor Petrom.
Strategy:Incorporate the offline consumption patterns in the programmatic ecosystem and target users in real time right before they visit the gas station.
Results:With +300% increase in brand searches, Rompetrol outranked Petrom and this was the most successful Summer Promotion campaign in the last 3 years.