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.
