The free cinema ticket offer in this ad caught my eye.
I’ve written about the cinema deals before, and, (sad though it is) my brain leapt to work out the value of this offer. A free cinema ticket with three £30 fill ups. So that’s a ~£7 ticket free, after three visits and £90.
It doesn’t seem like such an amazing offer, especially given that Esso won’t have paid full price for the tickets.
On the flip side, the drive thru theme does have a good resonance with the target audience, (apart from the fact that it is displayed at a train station!).
It’s a mixed bag, the ad wouldn’t persuade me to pick out Esso on its own, but if I’d got my first token, I might be tempted to go there over a competitor.
But sometimes, in a highly competitive environment like oil, that slight edge is all you need.