Lukoil | We Love Cars

Grand Openings • Media Planning and Buying • Celebrity Engagement • Experiential Marketing • Promotions • Corporate Communicaitons • Visual Design • Sports Marketing • Employee Management

Challenge

LUKOIL was entering the US market and opening 400 new gas and convenience locations. Full service was the name of the game for this industry giant (#2 in the world in terms of proven oil reserves). At the time they had no marketing infrastructure in place and virtually no brand recognition in the US. LUKOIL was purchasing hundreds of existing Mobile stations and rebranding them as LUKOILs. We needed to develop a plan that would introduce the LUKOIL brand, maintain volume once the locations were converted and roll out their Platinum MasterCard and Fleet Card.

Solution

LUKOIL: We Love Cars. A fully integrated, grassroots marketing campaign focused on America’s passion for cars. We created hundreds of grand opening kits, unleashed waves of brand ambassadors and launched a multi-million dollar media campaign in four top ten markets.

To accomplish this we blanketed Philadelphia, Northern New Jersey, New York and New England markets with an aggressive campaign including: sports marketing sponsorships and promotions; exclusive network television sponsorships; and radio, outdoor, print and online promotions. Furthermore we interviewed, hired and trained 50 local marketing students and recent grads as our brand ambassadors to lead the grassroots leg of the marketing initiative. They executed an average of ten grand openings per week during peak months over the first three years. They rolled out experiential promotional outreach at hundreds of sporting events, concerts and community events.

Lukoil
Lukoil
Lukoil
Lukoil

Results

Thousands of LUKOIL Platinum MasterCard and Fleet Card applications were approved each year; sales volume remained stable; and hundreds of thousands of consumers participated in LUKOIL promotions, contest and events.

The multi-year campaign generated a cumulative 318% return on media investments.

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Case Studies