BP Australia - Competition Campaign
Sonic provided BP Australia with a competitive advantage
Sector: Consumer
Product: Global Connect, Competition Engine
Solution Type: Customer Service
THE BRIEF
When BP wanted to promote their new high-octane fuel Ogilvy put forward the idea of a mobile competition. This method allowed for instant entry into a draw to win prizes, whilst at the same time rewarding their customers for their loyalty.
SOLUTION
Sonic set-up four short codes for each state in Australia that was using the service. The short codes were linked to Sonics competition engine which in turn handles and manages all replies that each entrant receives. This also allowed for instant validation of the entries to ensure all entrants had actually purchased fuel, plus allowed BP to pick spot prize winners.
All entrants were added to a database to future promotions and targeted marketing.
RESULTS
Instant reporting allowed Ogilvy to measure the success of the campaign as it was happening, meaning they could report back to their client in real time.
They also had the ability to change the responses if needed and send individual responses back to people if required. Because all the numbers were stored in a Database, the engine also flagged to BP when a specific number entered frequently so they could choose to reward their loyalty to BP.
This allowed BP to build a database to market too, as well as judge the public reaction to their new product.
