OMV – MaxxMotion

OMV MaxxMotion – MaxxMotion Information Campaign: MaxxMotionBrand: OMV MaxxMotionClient: OMV PetromSubmitted by: Publicis România Background/Objectives Strategy Results Background/objectives: In a highly competitive market, OMV’s premium status and top quality perception was eroding. Strategy: Use MaxxMotion, our premium fuel, to drive up the perception of premium and quality and increase the gap to our competition. However, there is low understanding of the superior quality and benefits of the premium fuels compared to regular fuels and this generates a consumption habit based only on special ocassions and a lot of switching towards cheaper standard fuel. Our challenge was to produce a significant behavioural change: convince consumers to become loyal to the most expensive product on the market, a product for which they didn’t see clear benefits and that would have been so easy to replace with the cheaper option. Results: During our campaign, in the months that followed, we managed to increase the share of MaxxMotion in the total OMV fuel sales to unprecedented level, despite having the highest historical price right in the middle of our campaign. TV https://youtu.be/-K6NfJfZR0ghttps://youtu.be/YYPveWOVYwQhttps://youtu.be/DcbOG6isSh0 Digital https://youtu.be/y7tm1qNTjrohttps://youtu.be/2s25v37Zou4 Other back to winners