Hass Petroleum
The Challenge
Despite the volatility of the gas and petroleum industry, we monitor it and prepare for any changes to the playing field. Identifying and analyzing the space that Hass Petroleum occupies in the gas and fuel industry led to the need for more brand recognition. Hass petroleum needed people to know about their variety of products, their pricing and how easily their consumers can access their services. Our challenge was to strategically and effectively display this message to existing and potential customers. With the target area within Nairobi, with a focus on Hurlingham and Great wall area. The two-focus area was based on the new operating station being opened in the area.
The Strategy
The campaign began by identifying what best way to communicate to our potential customers of the existence of Hass Petroleum. Coming up with suitable graphic designs to best communicate the availability of Hass products, their pricing and contact details. With four main approaches, we designed posters, stand alone, cylinder tags and outdoor shop design for the new station.
The posters, stand alone and tags were designed to communicate the intended message. Stand alones were meant to be placed at the customer service desk in some of the popular supermarkets. The posters were to be handed out to any interested customers at the desk and in Hass Petroleum operating stations. The cylinder tags were particularly designed to fit as part of the gas cylinder packaging for cylinder customers, for them to be able to easily access information about Hass petroleum.
Given a time duration of about one month till the opening of the new stations, we worked closely with the communications and procurement team to come up with the best look and design for the shops. The branding team implemented the concept taking into consideration the different locations and their environmental factors.
Conclusion
Through outdoor branding and below the line advertising, this approach targeted not only existing but also new and potential customers. Their branding had focused on showing an maintaining existing customers and making known their new stations in Great Wall and Hurlingham. The approach facilitated the disbursement and engagement of over 500-cylinder tags and posters. .
