Zero Above were appointed by Gilbarco Veeder-Root to create a fully integrated campaign promoting the Spanish Royal Decree 706.
The Royal Decree 706 (or Real Decreto 706), is a Spanish legislation which affects all forecourt businesses in Spain. With the impending changes to environmental legislation through the introduction of The Royal Decree 706, a direct opportunity arose to promote the implementation of ATF and Insite360 to sites, allowing more defined monitoring of leakage and wet stock management.
Integrated Campaign Strategy and Objectives
Utilising the full-service capabilities in-house at Zero Above, the campaign revolved around delivery high quality and convertible traffic through dedicated lead generation campaigns requiring a consistent visual presence as well as messaging in adverts and associated content. Other requirements included; engaging adverts to generate brand recognition but also a CRO optimised landing page designed to deliver an easy to understand and intuitive visitor experience with a simplistic call to action and sign up for further marketing action. Targeting the Spanish dealer audience, both existing and prospective customers, the digital channels used included; Google AdWords, Re-Marketing/Display and Paid Social.
With a total budget of £800, £400 being allocated to the campaign managed by Zero Above and an additional £400 utilised by Gilbarco Veeder-Root for a digital banner placement on a partner website mundopetroleo.com, the campaign has seen great success with 23,368 overall impressions and 710 clicks through to the landing page from all digital channels.