BCM campaign developed for MOL Romania, built around a reward-based mechanic featuring premium Fiskars and Gerber products. Centered on the concept “man in action”, the co-branded campaign combined strong price incentives (up to 50% discount) with weekly fuel card prizes, creating a powerful value proposition designed to increase fuel transactions, in-store purchases, and customer loyalty.
MOL Romania
The campaign needed to integrate multiple components into a single, coherent retail communication: premium international brands, a discount mechanism based on promotional labels, and a weekly prize draw incentive. The key challenge was to ensure instant clarity of the mechanics in a crowded fuel station environment.
We built the creative visual merged an ambasador Bear Grylls with a focus on the premium products from Fiskars and Gerber. The headline “Explore Your Passion” anchored the emotional claim of the campaign, and structured information blocks ensured clarity.
The communication materials clearly explained the collect-and-redeem mechanism, highlighted the “up to 50% discount” benefit, and amplified the weekly fuel card prize draw. A full POS ecosystem was developed, including A1 and A3 posters, product-focused POS displays and detailed leaflets presenting the mechanic and product range.
