Esso is one of the largest petroleum companies in the world. We delivered a forecourt campaign, the primary aim of which was to promote customer service to 6,000 staff employed at 600 privately-owned petrol stations across the UK.
We beat off the challenge of seven other agencies to win this work – the client told us that they were impressed by the depth of our strategic insights and the quality of our creative work, combined with the proactive approach we took at finding economies.
One of the key insights we gained from our research was that there are two types of cashier who work in forecourts – those who work less than six months, and those who work longer than six years. Therefore, we developed a two-pronged strategy to meet the needs of both audience groups. As it was also evident that there was a huge mix of nationalities, languages and cultures across the estate, we recognised the need to deliver communications in a tiered way to meet a wider variety of needs. The overriding concept was simple. We called the campaign Customer Watch to correlate with Esso’s through-the-line Price Watch consumer campaign. WATCH was an acronym for five simple things we wished cashiers to focus on when serving customers – Welcome, Attitude, Thoughtfulness, Consideration, Helpfulness. The key to the success of this campaign was to maximise registration – we used a variety of techniques to achieve 90% enrolment within a month of launch. The campaign strategy achieved 75-80% participation each month. This involved mystery shoppers, scratch cards, newsletters, promotions and quizzes. We made customer service visible, fun and interesting.
Mystery shopper scores rose steadily. The secret to the ongoing success of the campaign was to make the audience enjoy participating in the programme. We also used the monthly newsletter to highlight top performers and to promote important corporate messages and product news.
‘Great campaign. Highly impressed.’