about statoil
The "Same price" campaign was started to respond to an offensive from unmanned gas stations, with JET leading the charge. In just a couple of months, Statoil's market share had dropped from 24 percent to 22.6 percent, a big change for a market in which just one percent equals more than 50 million liters of gas each year. At the same time, JET had been successful in raising its share from 12.8 percent to 15.8 percent. Gas prices were rising fast and Statoil was seen as expensive, even by its own customers. With Statoil's blessing we formulated a counter-attack. All the confusing offers disappeared and were replaced with just one, 25 Swedish cents per liter in discount. But since the perceived price difference with JET was larger than that (around 60 cents) we chose instead to express it like this: If you get a Statoil card now we promise that you'll be filling the tank for the same price as at unmanned stations.
This creative solution became a straight translation of that key sentence. We just visualized how idiotic it was to choose something sad and shabby if you can have something better for the same price. In other words gloomy, lonely gas pumps compared to inviting, warm service stations. This whole concept was packaged in a large, integrated campaign in all media. The result after six months exceeded all expectations. 126,000 customers chose to upgrade their card (68% over the goal). There were 83,000 new applications for a Statoil card (135 percent over the goal). And most importantly, the downward market share trend reversed, and more than half of the lost market share was taken back in just a few months.
The campaign received a "100 Wattare" award for most effective, and won in addition a Golden Egg for best integrated campaign.