Title	LIVE LIFE TO THE FULLEST
Brand	BENZINA
Product/Service	PETROL STATION
Category	A01. Use of Promotional Events & Stunts
Entrant Company	PASSION COMMUNICATIONS Prague, CZECH REPUBLIC
Advertising Agency	PASSION COMMUNICATIONS Prague, CZECH REPUBLIC
Production Company	NEXT LEVEL Prague, CZECH REPUBLIC

Name	Company	Position
Emil Jimenez	Passion Communications	Chief Creative Officer
Lukas Pohanka	Passion Communications	Art Director
Mario Carvajal	Passion Communications	Art Director
Lucie Felixova	Passion Communications	Account Director
Lenka Kovacova	Passion Communications	Account Executive

The Brief

While the product itself may not be particularly exciting and appealing to 18-34 year olds, we chose to showcase activities that it powers, and in turn create associations between the brand and the target demographics’ interests. We wanted customers to believe that Benzina can fuel your adventures, so we came up with the tagline “Live life to the fullest.”

Campaign Success

For our first event, we randomly selected a customer at a Benzina station. We took him to an airfield, where we put him in the back of a fighter jet, and let him experience the thrill of being in a jet. For our second event, we brought FMX Champion and hometown hero Libor Podmol to dazzle the crowd at a selected Benzina station with his motorcycle acrobatics. The event was promoted on social media, as well as radio. Spectators were randomly chosen to do a tandem backflip. For the third event, we selected entrants via Facebook to ride in the Verva Street Race. They were given the opportunity to ride with current Drift Champion as he did his tricks around the track. For the fourth event, we had our participants ride in a Rally Cup. Participants were selected through Facebook, and were placed in the car with Rally Cup drivers.

Describe the success of the promotion with both client and consumer including some quantifiable results

The campaign saw: • A 34.5% increase in sales. • An increase of over 100,000+ Facebook fans • Over 1,000,000 total views of the videos. Ultimately, the campaign was deemed a success just on the merits of the increase in sales.

Explain why the method of promotion was most relevant to the product or service

Benzina is one of the oldest and well-established petrol brands in the Czech Republic. We were tasked with positioning the brand as having a youthful spirit and communicating its relevance to the interests of today’s youth. We hosted a series of “extreme experiences” at several Benzina stations, all involving activities that are quite literally fuelled by our client’s product.