Circle K Rebranding:
Gas Stations' Openings & Road Show Campaign

Experiential,  2017 Lithuania
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Client

Circle K is Canadian based international chain of gas stations. Circle K's success in the convenience retailing industry spans more than 60 years.

Goal

As Circle K decided to enter the Lithuanian market, our main goal was to make sure that the Statoil brand replacement & rebranded gas stations' openings run smoothly. In addition, to spice up the celebration of Circle K arrival, we had a goal to boost the brand's awareness by creating a buzz with "Circle K Road Show" campaign.

Challenge

With this project, our main challenge was to manage the big project's scope. The fact: "there are only 24 hours in a day" was denied and we've moved all around Lithuania at a lightning speed. The other challenge was not only to run the campaign smoothly but also reach as many people as we can with a help of various communication channels.

Up next

The Openings

The Road Show

The Openings

Overall, we have opened 67 rebranded gas stations. The first and main one - located in Vilnius was opened with a bang: special ceremony for the company's executives, a unique reveal of Circle K logo, parkour dancers, DJ and a band on the roof. At every opening, our team of brand ambassadors invited people to spin a lucky wheel for a chance to win small Circle K prizes and surprises.

Up next

The Road Show

Previous

Challenge

The Road Show

Truck branded with a big K moved around Lithuanian cities attracting the attention of people driving on the street. Those who were able to spot the truck and follow it to the secret stop location - got rewarded with free fuel. The road show created a massive buzz all over the
country - cars following the truck in huge lines and celebrating Circle K arrival in a vehicle parade. To gain a maximum campaign reach we've integrated radio ads, Facebook content, and campaign banners into the overall communication plan.

Previous

Challenge

The Openings

Challenge
The Openings
The Road Show

With this project, our main challenge was to manage the big project's scope. The fact: "there are only 24 hours in a day" was denied and we've moved all around Lithuania at a lightning speed. The other challenge was not only to run the campaign smoothly but also reach as many people as we can with a help of various communication channels.

Overall, we have opened 67 rebranded gas stations. The first and main one - located in Vilnius was opened with a bang: special ceremony for the company's executives, a unique reveal of Circle K logo, parkour dancers, DJ and a band on the roof. At every opening, our team of brand ambassadors invited people to spin a lucky wheel for a chance to win small Circle K prizes and surprises.

Truck branded with a big K moved around Lithuanian cities attracting the attention of people driving on the street. Those who were able to spot the truck and follow it to the secret stop location - got rewarded with free fuel. The road show created a massive buzz all over the
country - cars following the truck in huge lines and celebrating Circle K arrival in a vehicle parade. To gain a maximum campaign reach we've integrated radio ads, Facebook content, and campaign banners into the overall communication plan.

21000
Liters of fuel were distributed
67
Gas stations opened
10
Cities visited by "Circle K Road Show" truck
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