Funny Faces

From multi-channel brand activation to a customer relationship marketing strategy.

For Q8 we created a brand activation campaign using Direct, Digital and POS drive traffic to the Q8 Petrol stations. Instead of just driving a promotional campaign for a single visit, we wanted the audience to stimulate the usage of the plus-points loyalty card and experience multiple visits to the petrol station. In return, people where awarded and could save up to five picture personalised mugs.

By selecting in various owned datasources, a segmented audience was targeted for acquisition via multiple channels stimulating to participate in the campaign via www.Q8.be. People were rewarded by a 250 plus-points coupon upon enrolling via the Q8 website.

The objective was to refill your car 3x and get rewarded by a mug you could personalize entirely with your own picture & add some funny artefacts. People could save up to 5 mugs and share their mug creations in a gallery, via twitter or facebook. From this stage onwards all interactions became digital. The microsite was the place to be, and scenario-driven e-mail the channel to report on refuel status and stimulate returned visits.

Applied capabilities: Brand Activation, Lead Generation, Direct Marketing, Multichannel Marketing, Relationship Marketing, POS, POP and Retail Marketing, Database management, Customer analytics