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Derechos Reservados. www.inalambria.com. Inalambria® es una marca registrada de INALAMBRIA INTERNACIONAL. The Texaco Case By
Derechos Reservados. www.inalambria.com. Inalambria® es una marca registrada de INALAMBRIA INTERNACIONAL.
The Texaco Case By
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Inalambria is a Colombian company that has focused on exploiting the potential of mobile phones as an integrated communication
channel for the last 8 years
INALAMBRIA
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THE CASE
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THE IDEA
STEP 1. Clients buy gas at their station.
THE CASE
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D F C V V H J K
STEP 2. Customers are given a coupon with a PIN
THE IDEA
THE CASE
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THE CASE
STEP 3. PIN sent as a text message. Reply message explaining the benefits of the product
THE IDEA
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STEP 4. Prize Draw
THE IDEA
THE CASE
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+ Texaco is one of the Top 15 companies in the world
+ It is a very conservative company in terms of decision making
+ It is used to investing in traditional media… not in new digital channels
+ The company had never made region-wide promotions or any marketing campaigns using new digital channels.
+ Colombia is a developing country. Is it ready?
CONCERNS OF THE BRAND
THE CASE
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RESULTS
1. Sales increased
2. Surprising results in the evaluation of Techron’s Top Of Mind
3. It brought the brand closer to its users
4. It brought the brand closer to the dealers
5. Evaluation of consumption behavior
6. A database was built
THE CASE
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2008
2011
Colombia
Colombia Puerto Rico Dominican Republic Jamaica Caiman Islands Bahamas Barbados Panama El Salvador Guatemala Nicaragua
REGIONAL SCALING-UP
THE CASE
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2008 to 2011
THE CASE
+ Millions users interacting with the brand
+ Millions of registrations
+ In several countries, for a good part of the population, this has been their first approach and interaction with new technologies
+ There was an increase in sales and market-share participation in every country
+ This promotion is a continuous marketing study for the brand
+ Being a product that smells bad, the consumption of which is considered an expense and which benefits a brand from an oil multinational, none of which is naturally seen in a good light by the population, this promotion brings the brand closer to the clients.
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REDENCION
BRAND’S GOALS
REDEEMING
PRIZE DRAWS MONITORING
DATA ANALYSIS
CUSTOMER SERVICE
Interaction Media
SOCIAL NETWORKS
Product with code
Clients
Platform
Follow-up
Marketing Research
WHAT IS BIGPROMO ?