Win the BVB on points
Community marketing for ARAL
Strategy & consulting
We have created and implemented a Germany-wide community marketing campaign called “Punktet euch den BVB”.
The idea: Through high-quality sponsorship at Borussia Dortmund and PAYBACK as a partner, a huge football-loving target group was activated throughout Germany.
Aral underlines its position as a leading brand in the service-station business on many levels, for example through the partnership with the eight times Bundesliga champions Borussia Dortmund.
Creative ideas for activating this partnership are refueled by Goldene Generation – not only through community marketing but also in terms of communication measures for the special editions of Aral’s SuperCard vouchers.
Concept & creation
Almost 20,000 amateur clubs in the DFB regional and state associations had the chance to play a friendly match against Borussia Dortmund and win a training session with two BVB legends.
Prerequisite: Their members and supporters — the campaign multiplicators, so to speak — had to collect the most points at Aral stations with PAYBACK within the campaign period.
Implementation & reporting
Our performance catalogue here: production of all advertising material and video clips, support for the campaign centre as well as coordination and distribution of prizes. After the campaign: evaluation, report and analysis.