Company: OPET
Nomination Submitted by: Business Awards Consulting
Company Description: OPET is one of the market leaders in the fuel sector with its 1800+ stations across Turkey, with 19.2% in white products and 33.5% in black Products which is founded by former teacher couple Nurten & Fikret Öztürk.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Engaged Community of the Year
 Nomination Title: OPET Blue Program
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated engaged-community 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 engaged- communitycampaign or program was launched:
Opet Blue Program is designed and launched in April 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 engaged- community 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 241 words used.
OPET, the leading petroleum company in Turkey with its 1800+ stations, is the market leader commanding an impressive market share of 19.2% in white products and 33.5% in black products. Over the past decade, OPET has emerged as the fastest and most consistently growing oil company.
Distinguished by numerous industry firsts in the fuel sector, OPET has been at the forefront of transforming the industry. Introducing 98 octane unleaded gasoline to Turkey and offering Ultra Euro Diesel ahead of Europe exemplify OPET's commitment to innovation and progress.
Beyond business success, OPET embraces a corporate culture centered around social responsibility. The Clean Toilet Campaign exemplifies the company's nationwide effort to revolutionize gas station facilities in Turkey, while also inspiring other fuel companies to join in this transformation. Moreover, OPET has played a pioneering role in empowering women by employing them at fuel stations through the Women's Power project.
OPET’s unwavering dedication to pushing boundaries and leading the way in the fuel sector make it a true standout in the industry.
As consumer expectations and behaviors change, customer loyalty programs are also transforming. Today, many of the world's leading loyalty programs apply "behavior-based segmentation" based on customer behavior and habits, and loyalty program benefits are tailored according to this behavioral segmentation.
Analyzing this rising trend in the world, Opet completely transformed its customer loyalty program Opet Card in 2022 and launched its new customer loyalty/engagement program "Blue Program" in April 2022.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the engaged-community campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
With the Blue program, Opet aims to offer differentiated privileges to customers visiting Opet stations for their fuel and non-fuel needs and to contribute to making Opet the only preferred brand for the entire journey.
According to the laws in Turkey, only fuel points valid for fuel can be given for fuel purchases at stations. In today's rapidly growing competitive environment, it is not enough for Opet to offer only fuel gifts to fuel customers. Opet positions non-fuel products and services as a strategic focus and aims to increase its revenues from these products and services every year. In this period, when Opet's services such as Ultramarket and Ultratemiz came to the forefront, the need to create a program that includes not only fuel but also all services at the station was identified.
OPET provides blue chips to its customers for fuel purchases, Ultramarket and UltraTemiz car wash units, as well as other ancillary product purchases and mobile transactions. OPET customers enter the world of privileges by being included in one of the Basic, Full and Ultra memberships according to the amount of blue chips they accumulate every 3 months.
The launch of Blue Program was a first in Turkish fuel sector, offering customers a wide range of advantages through various collaborations with non-fuel products and companies. In addition to the various advantages offered to customers according to their segments, "Make Your Own Campaign" program allows customers to earn fuel points in any way they wish.
- 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 engaged-community 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 239 words used.
As part of the Blue Program, customers can benefit from the privileges offered to them under the "At the Station", "On the Road" and "In Life" concepts depending on their membership.
The Blue Program differs from its peers with the following features:
-It is the only loyalty program in the fuel sector in Turkey that offers benefits other than fuel products.
-With its wide network of business partnerships and in-house services, Opet is able to offer different advantage options to its customers despite the legal regulations in Turkey, thus enriching the program content.
-Unlike its counterparts, Opet customers in the Mavi Program earn blue chips not only from fuel purchases but also from in-station services such as grocery shopping, car wash services and the use of digital systems (e.g. mobile payment).
-Segmented according to customer behavior, the advantages offered to customers are differentiated according to basic, full and ultra segment customers.
Although the Blue Program has just completed its first year, it has attracted great interest from customers. The movements of Opet Card member customers before and after the Blue Program were analyzed in detail. Accordingly, after the Mavi Program, 62% of loyalty program member customers showed an increase in volume. This shows the impact of the program with preliminary data.
In addition, the Create Your Own Campaign application was used by approximately 40K customers, creating 6,500 m3 of volume and 2,350 m3 of additional volume.
- 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 249 words used.
To date, nearly 150K customers have signed up to the Blue Program. Since the inception of the program, 27 different business partnership opportunities with 8 different companies have been offered to Mavi Program participants.
While OPET has developed the fuel sector in Turkey with its innovative products and services, the OPET brand has become one of the fastest growing brands in Turkey in the last 10 years by improving its perception in the eyes of customers day by day.
In the Turkish Reputation Index (TIE) in 2023, OPET has once again been recognized as "the most reputable brand" in the fuel industry for the 12th consecutive year
According to the 2022 research of the international brand valuation organization Brand Finance, OPET has become "Turkey's most valuable and strongest brand" in the fuel distribution sector. OPET ranked 15th in the Top 100 Most Valuable Brands ranking, and 3rd in the "Most Powerful Brands" list in Turkey.
In the Lovemarks Turkey research of 2022, OPET was chosen as the "brand connected with love" of the fuel industry for the 7th consecutive years.
In addition, Opet was selected as Turkey's SuperBrand in its sector for the 4th time in the Superbrands 2022-2023survey.
Despite its young history of 30 years, OPET has remarkably achieved the feat of maintaining its position in reputable lists for an extended period, showcasing an unparalleled track record of sustainable success in the business world.
Apx1-Video: OPET Blue Program Introduction Video
Apx2-Presentation: OPET Blue Program Details
Apx3-Website: OPET Website
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