Taiwan petrol supplier in double loyalty push

<p>TAIPEI: Former monopoly China Petroleum Corporation is bankrolling a </p><p>NT$15 million (US$434,000) advertising campaign alongside </p><p>a co-branded card promotion to inspire loyalty at the gas pump. </p><p><BR><BR> </p><p>China Petroleum has also teamed up with Chinatrust to issue a co-branded </p><p>credit card, as its rival Formosa Plastics did earlier in partnership </p><p>with Taishin Bank. </p><p><BR><BR> </p><p>However, China Petroleum said its card allows customers to cut waiting </p><p>time at stations as transactions are processed with the aid of a </p><p>wireless device. </p><p><BR><BR> </p><p>China Petroleum's 30-second TVC shows a barefoot runner with an Olympian </p><p>physique moving across a desert landscape. Later cuts show him running </p><p>by familiar scenes in downtown Taipei, including a Chinatrust bank, the </p><p>presidential palace and finally arriving at a China Petroleum </p><p>station. </p><p><BR><BR> </p><p>At the station, a robotic orifice opens in the runner's bicep and he </p><p>fills up with gasoline, while the voiceover adds: "The inexhaustible </p><p>power of Taiwan." </p><p><BR><BR> </p><p>Created by United Advertising, the campaign is supported by print, </p><p>posters and internet advertising. </p><p><BR><BR> </p><p>During the pre-launch stage, Chinatrust generated publicity with a </p><p>contest hosted on Yahoo/Kimo. The Chinatrust challenge required </p><p>participants to collect receipts from 100 different China Petroleum </p><p>stations. To kick off the competition, two drivers set out in opposite </p><p>directions from Taiching and completed the challenge in two-and-a-half </p><p>days. The promotion also includes the usual line-up of gifts and </p><p>discounts. </p><p><BR><BR> </p><p>Oscar Wang, United Advertising's division head, said the card promotion </p><p>was bringing in 10,000 applications a day. "That's better than we </p><p>expected. Actually it's huge. We're talking 220,000 applications a month </p><p>if it continues." </p><p><BR><BR> </p><p>The Government-owned China Petroleum has 1,700 gas stations around the </p><p>island. Its monopolistic hold on the market ended last year when Formosa </p><p>Plastics launched gas retailing operations. Formosa has 400 gas stations </p><p>and an additional 100 franchisee contracts signed. </p><p><BR><BR> </p>