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Maxol Launches New TV Advertising Campaign For Pointsplus Loyalty Program |
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MAXOL LAUNCHES NEW TV ADVERTISING CAMPAIGN FOR POINTSPLUS LOYALTY PROGRAMME
Maxol, Europe’s leading independent oil company, has launched an innovative new TV advertising campaign for its loyalty scheme PointsPlus. Created by CDP Associates, the 30-second TV commercial centres on the PointsPlus card which, through animation, changes into a wallet, blade, car, battery and fuel pump, all symbolising different areas of focus for the program.
The fast moving and lively commercial introduces the PointsPlus card and explains the element of choice with PointsPlus, with its tagline ‘There’s a better choice with Maxol PointsPlus’. The campaign will run on RTE 1, Network 2, TV3, UTV and Channel Four, with a media spend of over £250,000.
The PointsPlus scheme offers consumers the opportunity to redeem points at Marks & Spencer and Argos stores, as well as Maxol Service Stations. It is the first instant, electronic loyalty card, which is accepted in both the Republic of Ireland and Northern Ireland.
The commercial was made in Film House, Windmill Lane by Tim Morris and his team, with Stephen Lohan heading up the animation side. The CDP creatives on the campaign were Dan O’Doherty (copywriter) and Fergal Hurley (art director).
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The ad is being supported by POS material on display in Maxol forecourts and Marks & Spencer and Argos stores, which use a selection of visuals from the overall campaign. In addition, a nationwide PR and promotional program is currently underway. A radio advert is also being created to extend the PointsPlus message to Maxol home heating oil customers. Consumers who purchase 900 litres of home heating oil will receive a full PointsPlus card. The radio advertising will go ‘live’ on regional radio at the end of this month.
Maxol’s £3/4million investment in PointsPlus has paid high dividends for the company within the first month. Over 400,000 PointsPlus cards have been activated by Maxol customers in the Republic of Ireland and 170,000 in Northern Ireland since its launch on 1st July 1999.
Further adding to the success of PointsPlus, the promotion was voted highly commended in the ‘Best Oil Company Initiative’ category by Forecourt Trader magazine, the leading UK oil industry magazine, at an awards ceremony at the Dorchester Hotel, London this month (Thursday 16th September 1999).
Commenting on the launch of the PointsPlus advertising campaign, Brian Donaldson, Group Marketing Manager, Maxol said,
"The PointsPlus advertising campaign displays innovative use of animation to inform consumers of the wide range of choice with this new loyalty program. It is the first new TV advertising campaign for Maxol in two years and is reflective of our commitment to the PointsPlus program. We are delighted with the success of PointsPlus and believe that this new campaign will ensure even further success in the future."
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