Rompetrol - Image Campaign

•

Rompetrol - Image Campaign (Digital)

Context

Rompetrol, one of the largest oil and gas companies founded in Romania needed a change of communication strategy.

We developed a concept that focuses on transforming the brand and the station into a holistic energy source (i.e.: energy also for yourself, not just for your vehicle) and devised a communication platform centred on the idea of quality breaks.

The first implementation was the image campaign, and from this point onward all future campaigns would fall under the "quality breaks" umbrella (summer and winter promo, events, restaurant, fuels and other products).

Concept

We argue that quality breaks are not dull moments when you do nothing, but opportunities to recharge with the energy that helps you get further.

As a provider of energy, Rompetrol gives you quality breaks that take you further.

We translated the concept in native digital advertising, by bringing customised breaks where Internet users need them.

For the digital part of the campaign, we created a mix of hero (internet video) and hub content (Facebook).

The hub content covered 3 pillars of breaks that get you further:

Imagination - #TheBreakOfImagination - Discover the book or movie depicted with 3 icons

Good News - #TheBreakOfGoodNews - A change from the usual worrying news with a dose of good things that happen in Romania and around the world

Optimism - #TheBreakOfHallFull - So you're in a not so good situation. But surely there's a bright side to it. Can you see it?

Executions

Below is a small sample of the hub content published on the official Facebook page and the landing page that tied the campaign with competitions and in store activation.

1. The Break of Imagination. Guess the title of the book!