The document describes an advertising campaign for a fuel filling station network called KLO. The campaign's big idea was to make the promotional message easily adaptable to different communication channels to maximize effectiveness. The message was "Win 2400 liters of fuel! Feel like a real Arab sheikh." It was promoted through print ads, radio ads portraying different scenarios, and a thematic event where the winner received a year of free fuel. As a result of the media-neutral campaign, the number of station visitors doubled during the promotion period and fuel sales increased 94% by the end.

2. ‫!‪Greetings‬‬
‫ﺃأﻩهﻝلﺍا ﻭوﺱسﻩهﻝلﺍا!‬

3. 360° campaign
Big idea
Media-neutral idea
Creative platform
‫ﻑفﻙكﺭرﺓة ﺭرﺍاﺉئﻉعﺓة‬
‫ﻡمﻥنﺹصﺓة ﺍاﻝلﺇإﺏبﺩدﺍاﻉعﻱيﺓة‬

4. No matter how you call it.
If one and the same idea is easily
adaptable to any channel - it's
almost a guarantee that your
advertising campaign is effective!

5. Promotional message:
Win 2400 liters of fuel!
Communication idea:
You will have so much fuel that you will
feel like a real Arab sheikh.

6. This idea allowed us to
maintain the integrity of
the campaign in all
communication channels.

7. Print advertising

8. Print advertising

9. Radio
1. Navigator
SFX: A person gets into the car
A mechanical female voice: You have chosen the route: Kyiv - Dubai. In one thousand
kilometers turn right.
Announcer: Now you have enough fuel for any trip! Join the campaign from KLO network
of filling stations! Win a year of free refills and feel like a real sheikh. Venue - KLO
network of filling stations.
Details on www.yousystem.com.ua
The campaign runs from 23.04.2012 to 31.09.2012.
Play here:

10. Radio
2. Marriage registration authority
SFX: Sounds of a wedding march
Female voice 1: Do you agree Anna... Oksana, Irina, Olga, Tatiana and Marina to become
wives of Ivan?
Women's voices (in chorus): We do!
Female voice 1: I declare you husband and wives!
Announcer: Want to be a real sheikh? Join the campaign from KLO network of filling
stations! Win a year of free refills and feel like a real oil magnate from the East.
Venue - KLO network of filling stations.
Details on www.yousystem.com.ua
The campaign runs from 23.04.2012 to 31.09.2012.
Play here:

11. Radio
3. Police
SFX: Sounds of a busy road
SFX: Police whistle
Male voice: Sergeant Petrenko, inspection of documents! So, (reads) Suleiman bin
Kravchuk... Sorry for the inconvenience, Mr. Sheikh! Have a good day!
Announcer: Want to be a real sheikh? Join the campaign from KLO network of filling
stations! Win a year of free refills and feel like a real oil magnate from the East.
Venue - KLO network of filling stations.
Details on www.yousystem.com.ua
The campaign runs from 23.04.2012 to 31.09.2012.
Play here:

12. Event
The idea of ​"Sheikh" gave life to a thematic event of "KLO"
entitled “It is easy to become a sheikh”.
All guests were dressed as sheikhs and greeted by beautiful
girls in eastern garments. Attributes of sheikh lives: carpets,
hookahs, sweets, fans of feathers - all this created an
atmosphere of a genuine palace of a wealthy sheik. This was
the place for awarding the winner of the campaign, who
received 2400 liters of fuel for a year.

13. Event

14. Result

15. To put it simply:
In the promotion period the number
of visitors at KLO petrol filling
network has doubled, and at the end
of the campaign the fuel sales
increased by 94% comparing to the
sales level at the beginning of the
campaign.

16. Thank you for attention!
!‫ﺵشﻙكﺭرﺍا ﻝلﻙك‬