The Challenge

The client faced a problem that many consumer-facing businesses encounter: traditional advocacy programs were non-existent in certain channels. One striking example was the petrol station network.

While petrol stations represented millions of consumer touchpoints daily, the staff were disengaged, poorly incentivized, and viewed product sales as irrelevant to their role. This meant the channel was reduced to little more than a transactional stop for fuel — zero advocacy, zero emotional connection, zero sales support.

At the same time, the market was becoming increasingly competitive, and the client needed new avenues of awareness and trial to sustain growth. Traditional retail was reaching saturation, and competitors were investing heavily in price promotions that eroded margins. The client needed a bold, unconventional solution.

WYNTRU’s Approach

WYNTRU saw what others didn’t: petrol stations were an underutilized yet high-frequency consumer touchpoint.While they were not considered a sales-driving environment, they had the potential to become one of the strongest platforms for awareness, trial, and advocacy.

Instead of treating the channel as passive, WYNTRU designed a full pivot strategy — transforming petrol station staff from indifferent operators into engaged brand advocates and reshaping the consumer journey at the pump.

The Solution: Channel Reinvention

WYNTRU designed and executed a full-spectrum campaign, orchestrated across every relevant channel:

1.Staff Advocacy Program

• Designed the first-ever staff engagement and incentive model for the petrol channel.

• Introduced structured training modules that educated station employees not only about product features but also about how these products could improve the consumer’s lifestyle.

• Developed performance-linked rewards systems that turned sales into personal achievements for staff.

2. On-Site Trial & Awareness Activations

• Implemented micro-activation setups within petrol stations where consumers could sample and test products while fueling.

• Positioned trained ambassadors at high-traffic stations to spark conversations and create a memorable first trial experience.

3. Channel Branding & Visibility

• Transformed petrol stations into branded mini-hubs by redesigning key consumer touchpoints (point-of-sale counters, shelves, and digital pump screens).

• Ensured consistent brand presence so that every fuel stop became an opportunity for top-of-mind reinforcement.

4. Digital Integration & Loyalty Link

• Linked in-store purchases with digital loyalty programs, connecting the petrol channel to the broader CRM ecosystem.

• Rewarded consumers not only for purchases but also for trials, encouraging repeat behavior and deeper brand stickiness.

The Results

• Within 9 months, petrol stations transformed into one of the top three trial-generating channels for the brand.

• Staff engagement scores improved dramatically, with over 75% of station employees actively recommending products to consumers.

• Incremental awareness lifted across all key demographics, proving that non-traditional channels can outperform classic retail when strategically activated.

Why It Matters

This case demonstrates WYNTRU’s unique ability to see opportunities where others see dead ends. Instead of writing off petrol stations as low-value, we turned them into powerful brand advocacy engines.

By pivoting staff from passive to proactive and transforming an overlooked environment into a vibrant sales and trial platform, WYNTRU unlocked incremental growth without relying on discounts or margin-sacrificing tactics.

It’s a perfect example of how smart channel innovation can drive sustainable business expansion in even the most competitive markets.

At WYNTRU, we don’t just manage channels — we reinvent them. Let’s explore together how we can transform underutilized assets in your business into powerful growth engines.