Unique loyalty component a Kiwi first

Unique loyalty component a Kiwi first

A unique new loyalty component has created Caltex’s most successful fuel promotion in New Zealand. ‘Grab your fill of Ma$$ive Prizes’ has proved an outstanding hit, with more than 1.8 million entries.

The reason for the success was a unique new loyalty component rewarding consumers for revisiting Caltex sites over the duration of the promotion.

Caltex customers received a scratch card for every $25 spent on fuel during the promotion. Customers were then required to scratch off the layer to reveal a code beneath and then text that to the competition number.

After five texts had been received ($125 spend), entries were doubled from five to 10 chances in all remaining draws. After 10 texts ($250 worth of petrol) were entered, entrants then had their chances tripled to 30, and so on (ie. x4 after 15 purchases, x5 after 20 purchases, etc). This element of the promotion motivated people to stay loyal to Caltex in order to increase their chances of winning a prize.

“65% of entrants responded more than once, which is really significant. It shows that the loyalty mechanic in the promotion really worked, giving us such a successful engagement rate,” said Caroline Bland, Chevron New Zealand’s Brand Manager.

The promotion had a 17.5% response rate from consumers.

“That’s an impressive response rate when you compare it to the 5% that direct marketing averages, and the 2% response rate which emails average,” said Bob Faram, director of Below the Line, who ran the promotion for Caltex.

And the winner is…

The first prize, a ford Territory Ghia worth $65,000, was won by Christo Brits, from Orewa. Nick Hannan, Chevron New Zealand Country Chairman, presented Mr Brits and his wife Louisa with their brand new car on the forecourt of Caltex Orewa.

In addition to Mr Brits winning first prize, there were another 40 winners who were each presented with $1,000 StarCash, with one winner drawn on each day of the promotion.

ENDS

About Chevron New Zealand

Chevron markets the Caltex brand in New Zealand, with 300 service stations throughout the country. Chevron New Zealand is an indirect, wholly owned subsidiary of Chevron Corporation, one of the world's leading energy companies with more than 55,000 employees in 180 countries around the world. Chevron companies produce and transport crude oil and natural gas, refining, marketing and distributing fuels and other energy products. Chevron Corporation is based in San Ramon, California (USA). More information on Chevron is available at www.Chevron.com

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