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Background

Esso offer a premium heating oil product in Belgium and Luxembourg called Optiplus. The main USP of Esso Optiplus is that it is 8.5% more efficient than standard heating oils and therefore keeps you warm for longer. DDB WWAV Rapp Collins’ challenge was to move the existing strategy of press advertising to a more integrated approach that would consider a more targeted channel selection and enable a better cost per application. There were limited resources for this campaign and so the aim was to be smart about the channel selection in order to maximise the impact on business.

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