The Agency of outdoor advertisement Master AD and the largest Ukrainian private network of filling stations WOG received a bronze award Effie Awards 2014!
WOG and the Agency of outdoor advertisement Master AD got Bronze award Effie Awards 2014 for the project "We fuel with coffee WOG". The local campaign for creation a positive attitude to gas stations through the emotional trigger (coffee) contained the formats of outdoor advertising: three-dimensional design on billboards with led lighting and a specially created new formats of advertising carriers on/in the underpass.
"One of the marketing goals of this advertising campaign was to increase sales of coffee by 10%, sales of petrol - at least by 5%," says marketing Director of WOG Vitaliy Tkachenko. "We needed an idea and a partner who could do the project from idea to launch. Master AD became our partner".
"The main communication challenge for the Agency is to find the emotional component, which strengthens the positive attitude to WOG and increase consumption. Coffee is not just an additional service for refueling, but the emotion and the mood for the whole day. We have chosen the only channel of communication – out-of-home. On the one hand, a bright visual advertising has provided a visual desire of the consumer to drink coffee, on the other hand, it has provided audience targeting into two groups, "fueling" consumers with delicious coffee regardless of the presence of vehicle and forming a positive attitude to filling stations", - says the Director of the Master AD Andriy Nikitich. "Emotional attraction using non-standard OOH has led to results that exceed goals. Increase coffee sales by 25%, fuel consumption - by 10%, the image index improved by 31%. The resulting payback period indicates an adequate cost of non-standard OOH advertising".
Winning in the category of "Low-budget campaign" is one of the most difficult due to the large number of participants in it.
Bronze award Effie Awards 2014 has allowed WOG to become marketing team No. 1 in the category "Automotive" of the marketing teams effectiveness rating “Best Marketing Teams”. The team of Master AD Agency took the 4th position in the rating of the effectiveness of media agencies of Ukraine.
