Pertamina - Bright Store

The Product: Bright Store
(The Cafe/Restaurant/Minimarket which can be found in some of Pertamina Gas Station)

Problem : People came to the gas station only to refuel their vehicle

Solution : Make people go to Bright Store by create a daily promo and advertising

•Marketing Objective :

•Increase Non Fuel sales by 20% within 3 months

•Improve fuel sales of more than 20%

•Advertising Objective :
Persuate people to come to Bright Store

BIG IDEA:
Everyday is a Bright day !

1.Campaign:
Jingle
A jingle is a memorable short tune with a lyric

To increase awareness and to become the top of mind of the consumer

2.Everyday Is a Bright Day” Promo

•We offer different promo every day.
•The 7 types on the promo is based on consumer’s daily activity in a week to reach several types of Bright’s consumer which start from age 17-35 years old.

I Love Monday / Rush Monday

•7 am - 9 am : Free a cup of coffee, by showing your card business

•TwosDay

•12 am – 3 pm : buy 2 meal, get free 2 drinks

•Ladies Day

•12 am – 3 pm : Free cakes for every lunch package and lucky draw

•ThirstDay

•12 am – 3 pm : buy 1 beverage, get 1 free

•Thank God Its FriendDay (TGIF)

•7 pm – 9 am : buy 3 similar items, get 1 free

•Spread the Love

7 pm – 9 pm : Full romantic song. For every purchase minimum Rp 30.000,- , get free love potion drink. (beverage for couple)

SunnyDay

12 am – 3 pm : buy lunch package, get coloring book for your children

•

3.“Bright Card” Promo
4.Membership promo

•

Every Rp.100.000,- purchase of gasoline can get a free coupon which can be exchanged with selected drink (RTD) in Bright.

•

Every Rp.50.000,- purchase in Bright, consumer can get a point which accumulate in their own Bright Card.

•

Points can be exhange with a litre of Pertamax, depends on value of points collected.

We presented in front of our lecturer and some Business Officer from Pertamina,
and they gave us a good review :)