IMPERIAL OIL
ESSO FUEL DISCOUNT CARDS
The Esso Fuel Discount Cards involved the production and distribution of cards across Canada, aimed at boosting consumer engagement and encouraging card redemptions at key events.
The Esso Fuel Discount Card (FDC) activation was a large-scale project that involved the creation and distribution of 240,000 discount cards worth a total of $1.4 million, with each card offering a fuel discount valued at $5.
In collaboration with BBDO and Treefrog Inc., worked to
design and approve the cards, ensuring they were aligned
with Esso’s marketing goals. The cards were strategically distributed at key high-attendance events, including hockey games and other sports-related activities, to maximize consumer engagement and encourage redemptions.
This activation was especially important for Esso, as the company has a longstanding history with hockey, and the goal was to keep Esso top of mind for consumers during high-visibility events, further reinforcing its connection with the sport. The process involved multiple steps of creative approvals, legal clearances, and logistics to ensure a seamless roll-out of the cards to Esso’s partners across Canada.
Responsibilities included but not limited to:
Managing the end-to-end execution of Esso’s Fuel Discount Card (FDC) program, ensuring seamless coordination between stakeholders and efficient delivery to key partners.
Oversaw the creative development process, working with agencies to produce branded FDCs while securing necessary approvals from legal, marketing, and partner teams.
Led the allocation strategy, determining the distribution of 240,000 FDCs to maximize consumer engagement at high-traffic hockey events.
Collaborated with a third-party vendor to produce and ship physical cards, verifying quality control and logistical details. Additionally, worked with Treefrog Inc. to ensure the FDC website was functional, testing QR code redemptions and addressing any technical issues before launch.
Managed communication with all participating partners, providing ongoing support to ensure proper distribution and tracking.
The program aimed to reinforce Esso’s deep-rooted connection to hockey while driving traffic to its gas stations through strategic event-based engagement.
Deliverables
Stakeholder ManagementProject ManagementBudget OversightAsset Development & ComplianceStrategic Partner IntegrationSponsorship Asset UtilizationExperiential Distribution StrategyDigital Infrastrusture ManagementFulfillment & Logistics Execution