“Our company has always been a trendsetter in the fuel market of Ukraine. And to continue holding leading positions, we decided to research: how do clients see us today? – comments Dmytro Rasskazov, Vice President of the OKKO network. – As a result of the analysis, we saw that for the core of our audience – drivers aged 35 and older – we are a stable company with a high reputation and good service, which refuels with quality fuel and treats customers to tasty food. As for perception among young people – there is still work to be done. Therefore, today we face an ambitious task – to retain the existing target audience and become “their brand” for the younger generation. Yes, for this we need to change. But that has never stopped us.”
Based on the research, together with the creative agency banda agency, the company actively worked on updates for a year. As a result, in April of this year, the market was presented with a new strategy “OKKO – a place for ideas.” A place that charges with a good atmosphere, where good events happen, where good ideas come to mind, which attracts good people.
“Together with the OKKO team, we focused on finding an approach to the younger generation that would simultaneously be close to the existing audience of the network. Modern youth are, in a good sense, cheeky, confident, dynamic people who have not yet reached 30 years old. They are inspired by Zuckerbergs and Masks and believe that the most valuable currency of the modern world is ideas. They have long been stopping at gas stations not only to refuel, but also just to relax and recharge. Accordingly, we compete not only with players in the category, but also with other places of “power” that inspire the “generation of ideas.” To enter the world of these people, OKKO needs to start building communication on what has social and emotional value for them. So we created a new platform: OKKO – always a good idea,” – comments Yaroslav Serdyuk, Director of Strategy at banda agency.
In addition to the tone of advertising communications, the visual presentation has also changed – more bright colors have been added to the already familiar green-and-white palette. In support of the new strategy, since April, an advertising campaign “OKKO – always a good idea!” has started on national channels, billboards, and the internet. Already in May of this year, clients of the network can expect a large-scale “lemon” promotion that will help bring their boldest ideas to life.
You can read more about what a “place for ideas” is here - https://www.okko.ua/uk/manifesto
