To run this action, we developed this campaign targeting distributors and distributor's clients. Previously, we informed the distributors regarding the mailing their clients were going to receive.After we personalised promotions for clients according to the type and quality of products. Promotional segmented was sent to dealers with information on the different client promotions.

For the creativity we used the concept: 'Asphalt Species' to the vehicles. We gave the opportunity to 'save' them. The codes used refer to those usually used by the NGOs asking the person receiving the notice to 'save' his own vehicle.

70% of the dealers who received the mailing ordered Cepsa Lubricants during the promotional period.