Ivory Coast station chain uses country’s soccer stars in England to promote lubricants, fuel and build loyalty
Vivo Energy Cote d’Ivoire, which operates 169 filling stations selling Shell products in the Ivory Coast, said on February 26 that between mid-December and late January it run with success a marketing campaign where it offered fuel and lubricant clients an opportunity to travel to England to see Ivory Coast soccer stars with their Manchester City FC team.
Participants had to buy either four quarters of Shell lubricants or spend a similar amount on vehicle fuels to enter the chance to participate in a drawing.
Vivo Energy Ivory Coast’s General Director Ben Hassan Ouattara said that the intention was to build customer loyalty.
Ivory Coast has international soccer stars Yaya Toure and Wilfried Bony playing for English champion Manchester City, the company said. Besides the chance to meet these players the travelers will get to visit locations associated with the soccer organization.
The Shell brand has had a presence in Ivory Coast spanning over 87 years however Shell products started to be marketed there under the Vivo brand only in 2012. Vivo was created that year to market Shell brands in nearly 1,500 service stations in several African countries.
