Brand: British Petroleum – BP TURKEY
Product: SMS Campaign + POS Implementation
Company: Pharos Consulting
Partners: Turkcell & Veripark  

Goals: <?xml:namespace prefix = o ns = "urn:schemas-microsoft-com:office:office" />

• Boost the differentiation in the era of rising competition in retail fuels market in <?xml:namespace prefix = st1 ns = "urn:schemas-microsoft-com:office:smarttags" />Turkey
• Taking the full advantage of growing GSM technology and GSM user base
• Increasing campaign maneuvering abilities and faster implementations
• Adding up counter unit and free call duration to the retail fuel market’s promotional item choices
• Collecting transactional database and reaching a back-bone customer database for database marketing purposes

Solutions:

• Series of national SMS campaigns from 2003 to 2006, 6 campaigns with 3 of them offering free counter unit and free call duration, spread over 17 months active campaign time
• Heavily advertised co-promotion with Turkcell, a series of campaigns with (or without) a unique customer offer: free-counter units and free call durations in return for gas purchases, and/or only rich sweepstakes options
• 600 BP POS-SMS infrastructure have been implemented on site
• POS and SMS technologies integrated and customized for BP Fuels; POS machines prints algorithmically shortened unique codes to be sent by SMS to receive promotional offer. The same infrastructure forms also the basis of the data collection channel
• Merchant ID, amount, fuel type, cell phone number, sending time, customer info, payment type, purchase time and merchant info all embedded to the short code mechanism, giving each participating SMS an immense power to carry transactional database

Results:

• Over 2.500.000 customers exceeding 25 mio transactions have been collected, BP acquired a living and vibrant database as well as a strong purchasing data empowered by regional and site-specific flexibility
• Brand recognition has been strengthened with Turkcell campaigns together with positive impact over internal sales
• Free counter units and call duration becomes one of the most valuable customer offers for the first time in Turkey with BP Campaigns
• BP finds a new channel to communicate with and promote its clients