CEPSA / Buenviajecepsa.com: Telmo & Luis

Shackleton

ENTRY INFORMATION

Category: Business and Consumer Services
Country where program ran: Spain
Date program started/ended: 15 November – 31 December 2008

Product Description: Buenviajecepsa.com (haveagoodtripcepsa.com) is a web portal about road safety created by Cepsa. It has a differentiated and unique “safe routes” planner.

Advertiser/Client Name: CEPSA / Buenviajecepsa.com
Media Channels: DirectMail
Print
DRTV
Web Advertising
Other
Website: http://www.judgingishard.com/echo/telmo&luis

STRATEGY

Marketplace Challenge:

There are plenty of route planners in the market informing drivers about the route to follow to get to a certain place. In this context, Cepsa, consistent with its strategic positioning encouraging and facilitating Road Safety, creates Buenviajecepsa.com, a road search engine with a special feature which differentiates it from the competition: it shows the safest route between two points.