| Title | GASOLINE OF THE FUTURE |
| Brand | PREEM |
| Product/Service | GASOLINE OF THE FUTURE |
| Category |
A04. PRODUCT LAUNCH/RE-LAUNCH/SHOPPER MARKETING |
|
Entrant Company
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Advertising Agency
|
FORSMAN & BODENFORS Gothenburg, SWEDEN
|
|
Media Agency
|
SCREAM MEDIABYRA Stockholm, SWEDEN
|
|
Production Company
|
CAMP DAVID Stockholm, SWEDEN
|
Credits
| Ulrika Karlberg |
Forsman/Bodenfors |
Copywriter |
| Annika Frankel/John Bergdahl |
Forsman/Bodenfors |
Art Director |
| Anders Härneman |
Forsman/Bodenfors |
Account Supervisor |
| Johanna Bringefält |
Forsman/Bodenfors |
Account Manager |
| Åsa Hammar |
Forsman Bodenfors |
Agency Producer |
| Niklas Lindström |
Forsman/Bodenfors |
Digital Producer |
| Viktor Brittsjö |
Forsman/Bodenfors |
|
| Forsman/Bodenfors/Designer Ass. Johan Fredriksson |
Forsman/Bodenfors |
Production Behind/The/Scene/Film |
| Oskar Wrangö |
Camp David |
Director |
| Kristina Wibom |
Camp David |
Executiv Producer |
| Per Welén |
Camp David |
Producer |
| Mattias Andersson |
Camp David |
D.o.p |
| Mattias Petersson |
Camp David |
Composer |
| Frost/Stopp |
Frost/Stopp |
Post Production |
The Brief
The main object of the campaign was to get Sweden’s politicians attention and make them realize the potential in this new, revolutionary, type of bio-fuel.The end goal would be for them to take measures that make it economically possible for Preem to produce and market the Gasoline of the future (i.e creating laws that subsidize green gasoline). But instead of just traditional lobbying, we decided to use the public, their voters, as our megaphone. Giving them free gas in return for sharing our message, to prove to the politicians, that there is a demand for the Gasoline of the future.
Describe how the promotion developed from concept to implementation
We created a film that carried our message, designed to break the norm on how fuel-companys normally communicate. The film pointed viewers directly to the campaign site where they could collect their free gas and spread our message. To boost the campaign, we collaborated with influential bloggers and environmental advocates who helped with the initial spreading of the film. When enough people had collected free gas, Preem used them to show the politicians that there is a proof of demand of their product. Now they plan to launch it for real in 2017.
Describe the success of the promotion with both client and consumer including some quantifiable results
Over 2000 litres was collected at the campaign site,the initiative was widely discussed on twitter, blogs and in news press.After Preem’s presence at the annual politicians’ week in Almedalen, where they used the litres collected and the media buzz to convince a specific target group of some 30 politicians to show proof of demand,they now plan for a real launch of the product in 2017.The campaign not only resulted in collected litres and one step closer to getting the product on the market,it also made people aware of Preem’s ambition to become the most eco-friendly fuel company in the world.
Explain why the method of promotion was most relevant to the product or service
Preem is the most innovative and environmentally aware petroleum company in Sweden. They have a fresh view on everything they do, hence we wanted the film to communicate that. Instead of using bars and charts, we chose to explain the new product with visual metaphors connected to the forest, where the Gasoline of the future originates. As consumers are extremely price-aware when it comes to gas, we thought that free gas would work well as a gateway for people to want to learn more.