Division/Category:
Communication
Management/Multi-Audience Communication
Organizations:
CHS, Inc., Colle+McVoy
Intended Audience:
Energy product
users
Inver Grove
Heights–based CHS, Inc., wanted to invigorate
its Cenex brand of energy products and convenience stores, and reach out to new
audiences in construction and trucking. Cenex competes with much larger,
well-known brands in the same market, such as BP, Citgo, and Mobil.
The campaign goal was to increase patronage of convenience stores selling Cenex products by 3 percent and increase affinity with the brand. Interviews with heavy users of convenience stores revealed an aversion to energy companies and their impersonal images. To humanize the Cenex brand, the team created the Cenex Guy, a character that embodies friendly reliability, hard work, and pride in service. Minneapolis-based Colle+McVoy sought various audiences through radio, television, newspapers, and point-of-purchase materials. Billboards prompted drivers to call an 800 number to hear a joke or traffic report and then learn about Cenex products. This tactic generated almost 30,000 calls. Ads also appeared in publications for fleet managers, construction managers, farmers, convenience store owners, and propane retailers.
According to an evaluation, consumers were almost three times more likely to increase their visits to Cenex stores after being exposed to the campaign. Independent convenience store owners converted to the brand at twice the target rate.
