The oil company CEPSA has developed the Agroclub, a loyalty program directed towards farmers who use Agricultural Oil. Once a year, Agroclub invites managers of agricultural cooperatives, those who decide on the Oil provider for their association, to Expovicaman, one of the most important Agricultural Expos. Many of these managers have been attending the expo for years. At the CEPSA´s booth, guests are presented with innovative products and services.The objective is to get these managers to attend the event using Agroclub's invitation and not the competitor’s.

Get managers of agricultural cooperatives (clients of CEPSA) to attend to the Expovicam 2007, using CEPSA´s invitation.To demonstrate CEPSA and Expovicam 2007 are capable of once again surprising, we sent a “2.0 version” of something very familiar to the target: A Jug (“Botijo” traditional jug made from clay that keeps water cool and that has been used for decades in the countryside to refresh rural workers).

Nevertheless, it’s not just any ordinary Botijo.

CEPSA's botijo...has five openings and when using it, you don’t know from which one water will actually pour.

87% of those invited attended the races with the invitation from Cepsa (140% of the target).Several congratulatory messages from the recipients of the invitations were received.