Company: Milangaz, Istanbul, Turkey
Company Description: Milangaz, Turkey’s first supplier of Liquefied Petroleum Gas (LPG) was founded in the beginning of 1960s and has been supplying its quality with its widespread distribution network. Milangaz serves with more than 1.000 cylinder gas dealers, retail outlets and 600+ autogas stations. Milangaz also offers bulk gas. Today, in many regions of Anatolia, “cylinder LPG” is referred to as Milangaz.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year
 Nomination Title: Milangaz Corporate Brand Re-Launch
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
Milangaz Relaunch Image Campaign has been aired in February 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 199 words used.
Milangaz, Turkey's first supplier of liquified petroleum gas (LPG) offers fast and reliable service with its environmentally friendly and innovative products with more than 60 years of expertise. Milangaz operates with 5 terminals and 21 LPG facilities and delivers energy to consumers countrywide through 1.200 cylinder gas dealers and 630 autogas stations in Turkey. Milangaz also has LPG cylinder production factory.
Milangaz provides energy to millions of households every year with cylinder gas and offers efficiency and high quality in every product. Besides, thousands of vehicles prefer environmentally-friendly, high-octane, efficient and high-performance Milangaz Autogas. Milangaz also offers safe system and guarantees continuous supply with its bulk LPGservice.
Milangaz offers innovative, environmentally-friendly products and continuously invests in technological infrastructure and human resources align with the consumer needs and expectations with its motto “With Milangaz, all is well”.
The critical period of change began for Milangaz in August 2020. The largest complementary occupational pension fund in Turkey OYAK acquired Milangaz. After this strategic change, Milangaz needed a new, modern brand image and a re-launch. Milangaz Relaunch project started with a detailed customer research and brand analysis in 2021 and the Milangaz Relaunch Image Campaign has been aired in February 2022.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 247 words used.
In re-launch project, consumer insights were taken as a crucial starting point and main brand strategy was created through customer perception.
In consumer research, Milangaz brand was seen as well-established brand with long history and defined as a quality and expert brand. However, consumers perceived Milangaz as old, silent, dusty and outdated. Lack of communication and standard brand identity at Point of Sales caused negative brand perception.
Based on consumer researches, the need was clarified and Milangaz rebranding and relaunch project was designed in 3 steps:
- New Brand Repositioning and Communication Strategy
- New Corporate Identity (Logo and Standardization)
- Relaunch and Consumer Communication
First studies were confirmed through researches conducted with consumer groups. Based on research findings, Milangaz was repositioned as young, energetic, trusted and expert brand. Accordingly, it was decided to base the brand's core communication concept on the theme of trust.
Milangaz corporate identity and logo was updated to emphasize dynamic, environmentalist, reliable and innovative aspects of the brand. Milangaz locations, dealers, stations, vehicles and personnel clothing have been updated accordingly.
New brand communication was announced through TV commercial series with the tagline "With Milangaz, all is well!"and supported by digital channels, radio, PR and newspaper advertisements.
TV commercials highlights energetic moments of target audience. The campaign inspires from everyday living. There is never ending energy while they are with their loved ones. Milangaz works to energize your energy and worth for your trust. The campaign features positive, sincere, energetic and connecting messages and visuals.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
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- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 90 words used.
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