How to sell added-value products in times of “less value, less money”? Repsol, the leading Spanish gas brand, has launched a premium fuel designed to prolong a vehicle’s engine life. To persuade people to spend more now for a product that can help them save money in the long term, Repsol is using an unexpected testimonial campaign featuring a retired economics professor.
The professor, Leopoldo Abadía, recently enjoyed surprising success after publishing an article that explained the downturn in a very easily understandable way; it became a book, The Ninja Crisis, that sold 150,000 units in five months, and Abadía was invited onto TV news and talk shows. Now, he’s telling drivers to choose Repsol’s premium fuel as a long-term investment.
The campaign is a surprising short circuit between the academic and expert world and a commodity at the selling point, and an extreme, and maybe desperate, way to give consumers reason to support a premium segment.
0 Response to “In Spain, a professor at the pump”