CEPSA direct mail case study

This integrated multi-channel campaign for Spanish fuel company CEPSA targeted customers with a direct mail CD of a specially created song: 'The Winter Song'.

This was a bold strategy, not only to position the firm, but also to get people rethinking the darkest months of the year as the cosiest. The ‘knitted’ look of the cover sleeve helped communicate that feeling.

To complement this strand of the campaign, creative agency Shackleton, Madrid, set up a website and banners that continued the knitted theme, and allowed visitors to download or email the song. The site also ran a competition to win a trip to Memphis, US, giving CEPSA a further opportunity to acquire consumer data.

In addition, CEPSA petrol stations featured Bluetooth downloads of the track to people’s mobile phones.

The campaign achieved a general ROI of 234%; the song was covered by the music media on radio and print and surpassed 35,000 downloads,