Despite the fast moving nature of business, it seems that people are always resistant to change. So when the legendary Phillips 66 brand was introduced to the UK following the global repositioning of ConocoPhillips, Mighty was called on to help amplify the new brand’s introduction and reassure its network of JET dealers that it was business as usual.
With far reaching structural changes and a new brand name, it was important that Phillips 66 communicated with its dealers about the future direction of the business in the UK. Known for their friendly and informal way of doing business, the team at Phillips 66 decided to convert a double-decker bus into a mobile exhibition space, chose eight iconic venues across the UK, and hit the road.
To support the outreach roadshow, Mighty was tasked to come up with a marketing campaign that would bring the concept and its key messages to life.
Initially, we created a series of e-newsletter invitations that were sent out to the dealers, encouraging them to come and attend their nearest event. These e-newsletters focused on the everyday staff that the dealers would have spoken to over the phone or via email for key aspects of their business but had never actually met in person, creating and encouraging a human connection to the newly repositioned company. A quote from the team member in focus was also included, which helped to reinforce a key message around the changes being made. These newsletters were well received, achieving an average open rate of over 90% – considerably higher than the industry standard.
When the roadshows kicked off, we also invited key trade press and key verticals to their nearest event for a briefing with the UK management team, and set up telephone briefings for those who couldn’t attend. Advertorials in key titles such as Fuel Oil News helped to amplify the message, while coverage was achieved in every target publication.
We also photographed each event, capturing the buzz of the roadshows. The images were uploaded to a specially built mini-site, created by us, as soon as the event was finished. Attendees were then sent an e-newsletter the same day, directing them to the images and thanking them for attending.
To keep the conversation going, we devised a hashtag – #getonboard – that was included in the newsletters and used on a newly created Twitter account. Each newsletter included a link to follow Phillips 66 on Twitter, allowing dealers to keep up to date with the latest developments in the company.