Cannes Lions

OIL HEATING SYSTEMS

SHACKLETON AD, Madrid / CEPSA OIL COMPANY / 2008

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Overview

Entries

Credits

Overview

Description

For their Heating Oil product, CEPSA created a plan to increase orders based on: Anticipating client orders (property managers, condominium associations, companies and single family homes) Increasing purchase volume.With a product and price identical to the competitors’, it is very important to get ahead of the rest and bring in those first orders at the end of summer, since this is when providers for the whole season are chosen.

Execution

It’s Cold, Really Cold. Finally!CEPSA presents…Winter LoversThe creative platform to promote their heating oil was created to honour the season and those who enjoy it.

To make winter the best time of the year, CEPSA sent “the ultimate transportation for Winter Lovers” (sled disks), instant snow, as well as a Rewards Program. At www.winterlovers.es, an incredible place for any Winter Lover, fans of this season can visit their favourite destinations, find downloads, and even adopt a penguin from the Falkland Islands. The campaign included sponsored links, banner ads, print ads, and radio spots.

Outcome

% response (purchase): Active administrators: 94.6% (117%/obj)Inactive Administrators: 22.5% (132%/obj)Condominium Associations Presidents: 94.2% (115%/obj)Hotels, Schools and Companies: 77.1% (129%/obj)Homes: 66.8% (98%/obj)Increase in consumption: Administrators: 14.6% (122%/obj)Inactive Administrators: 12.1% (135%/obj)Condominium Associations Presidents: 13.5% (116%/obj)Hotels, Schools and Companies: 17.8% (129%/obj)Homes: 9.5% (93%/obj)Email and mobile numbers: 13,749 acquired on web.Thanks to the action, CEPSA and their clients collaborated with an NGO to preserve and care for a colony of 300 penguins in the Falkland Islands.

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