We fill you up with the joy of putting your plans in motion

SOCAR needed a positioning campaign at the beginning of 2021, their first big investment in communication in Romania, to create a strong place in the minds and hearts of Romanians. Not an easy task in a landscape dominated by a few big traditional players. With a 360 approach deeply rooted in the brand's personality, SOCAR has become the gas station for Romanians who are always on the road, have something to do and a plan to carry out.

Client:

SOCAR

Category:

Date:

May 2022

SOCAR was trying to make its mark in a market dominated by a few players. Although it was present internationally in many countries, it had not yet communicated at a level that would make it known to Romanian consumers.

Running a positioning campaign for a brand that offers mobility at a time when people's movement is restricted can be difficult. At the same time, Romanians are feeling more and more pressure to get things done in the last year.

We fill you up with the joy of putting your plans in motion - we've translated all of SOCAR's international experience into a determination to get things done. That's why it has become the brand that fuels you to go further, the brand that supports Romanians who are always on the road, who always have something to do, who always make plans and carry them out.

CAMPAIGN MIX.

Brand Manifesto

Spot manifesto celebrating Romanian projects where SOCAR's role is to fuel the engine of their projects, the hard-working cars, with quality fuel. It ran both on TV and online. Whether we're talking about entrepreneurs for whom the car is a second office or families with big plans, each type of determined Romanian was celebrated with an exciting and modern execution, especially compared to competitors in the market.

Influencers’ promo

Influencers Alin Mașinistul, Anca Serea, Paul Mateș and Mădălina Merca&Alexandru Dom were the mirror image of SOCAR's consumer typologies. They amplified on their own channels the national promotional campaign that rewards and helps Romanians who fuel at SOCAR to go even further, through fuel cards.

Digital & Social Media

Developed in line with the brand communication, the digital communication celebrated the Romanians who always have a plan to make and proposed SOCAR petrol stations to the audiences not only as a place to fill up with quality fuel, but also to enjoy good products, a little more special than in other places.

Out of Home

Brand communication was supported throughout the year by OOH materials, placed both near stations and in key locations in cities.