| |
|
|
17 January 2005
Clever PR Campaign with bottled water
The local radio waves have been bombarded recently with this particular advertisement :
Buy 1 bottle of mineral water at $0.55 from Petrol Station A, and Petrol Station A will give 3 bottles of mineral water to the victims of the recent Asian Tsunami.
The altruistic intentions of Petrol Station A aside, this is a great PR move done. Let me explain why.
Petrol Station A has always suffered from a lack of awareness of its petrol station locations, a general small market share because of the presence of international giants, and a generally lesser marketing brand compared to their more illustrious competitors. They are always playing second fiddle.
Then enter this PR move. Everyday, a radio crew will be at one Petrol Station A branch situated around the island. The former’s colleagues in the radio station will then be broadcasting every half hour beckoning motorists to drive by that particular promoted branch to buy the bottles of water.
It won’t be long before motorists like myself know the locations of all these branches around the island (there is one on Dunearn Road, opposite the old NIE for example). And hey, the next time I’m around the area, I might just swing by to see this altruistic Petrol Station!
Ian Choo, 17 January 2005
|
January 2005
|
|
|
