Gilbarco Veeder-Root represents the leading brand of solutions and technologies that provide fuel management systems, convenience, control and environmental integrity for retail fueling and adjacent markets. The promotion offered current Veeder-Root customers the chance to upgrade their existing (any TLS2 Series or TLS-3xx Series) automatic tank gauge system to the latest model: TLS4B.
Our goal was to create a powerful digital campaign and engaging bespoke landing page together with the European marketing team at Gilbarco Veeder-Root that reflected how feature rich and advantageous the offer was.
Strategy and Objectives
The primary objective was to develop a campaign that raised awareness of the limited time upgrade offer to a highly targeted audience. Driven by incentive, the campaign messages and creative thread were multifaceted: the benefits of the upgrade offer were at the forefront of messaging while creative was led by strong and engaging assets.
The strategy utilised multiple digital channels (paid social advertising encompassing Facebook and LinkedIn and Google Display Network) using distinct targeting functions to reach the target group. The creatives took inspiration from the iconic film ‘Back to the Future’ where legacy ATG products, no matter where in the Gilbarco Veeder-Root product timeline, were purchased/installed, could be upgraded to the latest product and take full advantage of today’s technology bringing the forecourt into the future. Created using the core brand as the base, each legacy ATG product (TLS-360R and TLS2) and the latest TLS4 are each shown on a futuristic timeline road, surrounded by ‘connectivity’ and vibrant ‘plasma clouds’ emphasising the movement through time to get to the future.
We built a bespoke, engaging and interactive one-page website that educated the audience and funnelled them to the upgrade process by delivering compelling messages, defining the attractive incentive and providing snippets of information. The positioning of on-screen assets was crucial to the success of the landing page, no matter how strong the creatives usability and conversion is key. Firstly obtaining a vanity URL was vital upon developing the campaign theme, then working with Gilbarco Veeder-Root’s marketing team and utilising their in-house CRM software, we created a seamless marketing tool to drive conversions into the heart of the business. Featuring on-page interactive product sliders under-pinned with creative copywriting, we showcased all the new benefits of the upgrade.