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			Statoil ”U-turn” – win back activity

Challenge Statoil had bought up Haahr Benzin – a local Danish petrol company – and thereby also an expected volume. But the converting of volume from Haahr to Statoil did not live up to the expectations. 4 times earlier they had offered the customers Statoil petrol cards with a less attractive discount than they were used to. The customers turned down all these offers. And when Statoil did not wish to raise their discount the main challenge was: To win back the former Haahr customers – without promising better discounts! Through preliminary interviews with former Haahr customers we revealed two crucial reasons why the customers did not want to convert to a large, multinational company like Statoil: 1. They had chosen Haahr because of their deep local roots. 2. Statoil had treated them as ”just another customer” in the converting process. Solution We recommended disarming the myth about “the big fish eating the small fish” by giving Statoil a human face – both literally and in a figurative sense. In a figurative sense by a humble approach in the layout as well as the tone-of-voice – and literally by strengthening the local Market Consultant’s profile as an exponent of Statoil. We used a micro site with an online questionnaire to: – Give the respondents vent to their negative feelings about Statoil – Signal that Statoil listens to your needs and preferences – Make the target group focus less on prize/discounts – and more on other advantages of having a Statoil petrol card (services, access to petrol stations)   – Measure satisfaction with present supplier – Reveal buying signals The Market Consultant receives the answers instantly via an HTML-mail and immediately after contacts the respondents – direct and human dialog! Results 30,1 % of the target group responded – and at the same time agreed to meet with Statoil. The Market Consultant is highly profiled in the local area. Statoil is now an accepted player in the local area.

Hasselblad Anniversary Campaign Oticon – Tego and the Hearwell family Statoil ”Dirt crusher” Statoil ”U-turn” – win back Janssen-Cilag – ”The Pain Dialog” Citrix: “Trivial Pursuit”