OKKO network is changing: its complexes become places for ideas

"To bring more good ideas to life in Ukraine!" - now the mission of OKKO filling complexes network sounds like this. The company announces comprehensive changes in its marketing strategy, which will help expand the audience, attracting the attention of the younger generation.

"Our company has always been a trendsetter in the Ukrainian fuel market. But in order to continue to hold leadership positions, we decided to explore: how are our customers seeing us today? - commented the vice-president of the OKKO network Dmytro Rasskazov. - As a result of the analysis, we have seen that for the core of our audience, drivers aged 35 and over, we are a stable company with a high reputation and a good service that refines quality and tastes good. With regard to the perception among young people - there is still something to work on. So today, we have an ambitious task - to preserve the existing target audience and become "our brand" for the younger generation. Yes, we need to change. But it never stopped us."

Basing on the research, the company actively worked on updates for a year together with the creative agency banda. As a result, in April of this year, the company presented new strategy: "OKKO - a place for ideas." A place that charges a good atmosphere, in which good events take place, where good ideas come in the head, that draw good people.

"Together with the OKKO team, we focused on finding an approach to the younger generation, which, at the same time, will be close to the existing audience of the network. Modern youth are good-brave, confident, dynamic people who have not reached the age of 30. They are inspired by Zuckerbergs, Masks and believe that the most valuable currency of the modern world is ideas. They have long been visiting the refueling not only to refuel but simply to rest, recharge. Accordingly, and we compete not only with the players in the category, but also with other places of "power", which inspire "generation of ideas". In order to enter the world of these people, OKKO needs to begin to build communication on what has a social and emotional value for them. So we have created a new platform: OKKO is always a good idea ", - comments director of the strategy banda agency Yaroslav Serdyuk.

In addition to the tone of advertising communications, the visual presentation has also changed - more vivid colors were added to the already familiar green-and-white. In support of the new strategy an advertising campaign "OKKO - always a good idea!" launched from April on the national channels, billboards and on the Internet. Already in May this year, customers expect a large scale "lemon" promotion, which will help implement their most daring ideas.

Read more about what a "place for ideas" is here - https://www.okko.ua/uk/manifesto