Baltic PR Awards 2012 Category: DIGITAL COMMUNICATION Organization: CLICK Client: Neste Latvija Country: Latvia Project name: DISCOVER NESTE OIL! Place:3rd

1. Category: DIGITAL COMMUNICATION
CLICK (Latvia)
ATKLĀJ NESTE OIL! / DISCOVER NESTE OIL!
Client: Neste Latvija
Summary
There were two main tasks for this campaign – to successfully launch Neste Oil communication on the
biggest national social network draugiem.lv establishing a solid audience and to convey the rebranding
message to the target audience.
To achieve this we developed a game that would (1) convey the new brand identity and Neste Oil values
and (2) engage company’s target audience. Along the game we had a supporting daily communication that
conveyed the same messages and values.
The most active audience of draugiem.lv is adolescents and women; however, the target audience for Neste
Oil is those who have reached majority (18 years and older), mostly men. Despite the risk to address and
attract the wrong audience, the game turned out to be a viral success (more than 90 thousand unique
visitors; Neste Oil became one of the TOP 15 most followed pages on the social network) and attracted the
right audience (85% of followers aged over 18, men being equally active as women). After the campaign
more and more followers used the new brand name in their communication and were interested in the
whole rebranding process (rebranding of the gas stations).
Situation
April 2012, Neste Oil started its rebranding process and campaign in Latvia. The process included the
name change and rebranding of all the 53 gas stations all over Latvia, and also – conveying the brand
values to the existing and future customers. Neste Oil had already developed a strong daily communication
on Twitter, however, draugiem.lv was not acquired as a communication platform for the company. These
two factors – rebranding and need for stronger and more active communication on draugiem.lv – were a
good reason to extend the whole rebranding communication (along PR, B2B and B2C communications and
intensive advertising) to social networks.
Objectives
• To successfully launch Neste Oil communication on the biggest national social network draugiem.lv
establishing a solid audience.
• To convey the rebranding message to the target audience (young drivers aged 18-24 and drivers aged 24-49,
60% of them – men).
Strategy
We decided to build a gamified campaign within the draugiem.lv Neste Oil page that would both (1) attract
thousands of followers and (2) convey a message about Neste Oil – it’s rebranding process and the new
name (Neste to Neste Oil, the vast network of gas stations all over Latvia, and the quality of the product).
We thought of using game elements to make the target audience interested in the campaign, to motivate
them join and to become Neste Oil fans. Also, we needed to come up with a solution how to encourage the
users to invite their friends to join the activities. We didn’t have any support in form of advertising – the
campaign had to be self-sustaining.
Baltic PR Awards 2012

2. Category: DIGITAL COMMUNICATION
Two factors for our success would be – solid base of followers gained by the campaign (goal - 20 000) and
new brand awareness.
Execution
The game was running for two weeks (April 23 – May 6, 2012) on Neste Oil page on draugiem.lv
1. First step was made easy to attract as many new players as possible – one just had to put together a puzzle of
Latvia. The more players got involved, the more people received the rebranding message.
2. The next step tested players’ knowledge about the extensive gas station network, however, the third step
required them to invite their friends in order to continue. This tactic turned out to be successful attracting
more than 90 thousands unique visitors.
3. The last stage tested players’ knowledge about Neste Oil – several brand values were conveyed. Those who
got the most points (based on time and precision) were announced the winners.
Documented Results
Goal: to generate a solid base of followers – at least 20 000 and adequate to the target audience
Results: more than 68 000 followers gained within two weeks. 85% of followers were aged over 18, men
being equally active as women.
Screenshot from draugiem.lv Neste Oil statistics page showing the followers gained during the campaign
period (total – 68 118).
Screenshot from draugiem.lv Neste Oil statistics page showing the age groups of followers gained during
the campaign period. Majority of the audience (85%) corresponds to the target audience – they are aged
18 and older.
Baltic PR Awards 2012

3. Category: DIGITAL COMMUNICATION
Goal: to rise the awareness and use of the new brand name Neste Oil
Results: more and more followers start using the new and longer brand name Neste Oil, no negative
sentiment about the rebranding process
Baltic PR Awards 2012