Energy

PSO WinBig Consumer Promo Drive — National

PSO

Client:PSO

Year:2024

Duration:Multi-month

Cities:Karachi · Lahore · Islamabad · Peshawar

The Numbers

4 — Karachi, Lahore, Islamabad, Peshawar

Cities

Consumer Prize Promotion

Campaign Type

City supervisors + BA teams

Field Structure

Daily per-city supervisor sheets

Reporting

The Brief

PSO ran the WinBig consumer promotion across its retail forecourts nationwide to drive PCMO lubricant purchase volumes, reward loyal customers with high-value prizes, and create excitement at the pump — simultaneously deployed across Karachi, Lahore, Islamabad and Peshawar.

The Insight

Pakistan's forecourt customer is loyal to habit, not brand. A well-communicated, high-value prize mechanic changes the calculus — suddenly choosing PSO and upgrading the oil purchase decision comes with a personal benefit. Supervisors who make the mechanic feel personal, rather than corporate, dramatically increase uptake.

The Big Idea

“Deploy city supervisors and BA teams with a fully activated WinBig consumer promo: every PCMO purchase qualifies for a prize draw, managed by on-ground supervisors who drive uptake, track daily purchases, and submit real-time reporting from the field.”

The Execution

Brand Edge managed the WinBig Consumer Promo Drive simultaneously across four cities with dedicated city supervisors: Karachi, Lahore, Islamabad, and Peshawar. Each city supervisor oversaw local BA teams, managed daily reporting via standardised supervisor tracking sheets, and ensured the consumer promo mechanics were correctly executed at every outlet. The project kit covered full event logistics, prizing inventory management, and reporting frameworks. The campaign combined consumer-facing prize promotion with systematic BTL execution across PSO's retail forecourt network to maximise PCMO lubricant sell-through.

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