Energy

PSO PCMO Premium Consumer Drive — Filter Campaign (Phase I–III)

PSO

Client:PSO

Year:2024

Duration:3 months per phase

Cities:Karachi · Islamabad · Lahore · Peshawar · Faisalabad · Hyderabad · Multan · Quetta · Sukkur · Gujranwala · Bahawalpur · Sahiwal · Jhelum

Setups:100

The Numbers

100

Retail Outlets

13+

Cities Covered

Phase I, II & III

Total Phases

6,736

Karachi Filters Distributed

1,842

Islamabad Filters

1,628

Peshawar Filters

QR Code + SMS + Helpline

Verification System

160+

Banners Deployed

The Brief

PSO needed to grow premium PCMO lubricant volume at retail forecourts, onboard new customers onto Carient premium grade oil, and upsell existing buyers — simultaneously across 100 outlets in 13–14 PSO divisions nationwide. The campaign needed to be visible, verifiable, and consistently executed across all cities.

The Insight

The oil change decision is made at the pump, not at a retail shelf. The mechanic and pump attendant are the real purchase influencers. A tangible reward offered at the point of service — a free authentic Japanese oil filter plus a free top wash — converts a routine maintenance stop into a premium upgrade decision, every time.

The Big Idea

“Run a 3-phase national consumer promotion: every Carient premium oil change earns a free VIC Japanese oil filter plus a complimentary top wash — verified via tamper-proof sticker QR/SMS codes — executed across 100 forecourts in 13+ cities with full BTL deployment and real-time reporting.”

The Execution

Phase III covered 100 PSO Retail Outlets across 13 divisions. Filter quantities distributed: Karachi (6,736), Islamabad (1,842), Peshawar (1,628), Hyderabad (601), Faisalabad (314), Gujranwala (304), with additional coverage in Bahawalpur, Jhelum, Multan, Quetta, Sahiwal, and Sukkur. Brand Edge managed end-to-end: sourcing authentic VIC Japanese oil filters via sole-authorised Pakistan importer, citywide warehousing, on-demand supply to forecourts, and daily canopy oil change sales data collection. Each filter carried a tamper-proof sticker with a 5-digit verification code — customers confirmed authenticity via SMS to 5454 or WhatsApp QR scan, with a Taaluq helpline as backup. Communication tools deployed: Slogan Walls, Monolith Wraps, Prime-location Billboards (KLI), Pump Attendant Polo Shirts, Iron Standees, Canopy Wall Branding, 2D Cutouts, 160 Banners, Buntings, Streamers, and Flyer Distribution.

Campaign Gallery