At a time when almost everyone of us is giving more thought to the questions of: to buy or not to buy, and to: what to buy, Statoil Latvia in partnership with DDB advertising agency and CUBE digital agency has created an interactive test, which helps to determine what kind of saver your are – rational, impulsive or confident.

“To change people’s thinking about things that they don’t want to think about at all is one heck of a complicated brief. With cautious optimism, I think we can assert that we’ve successfully figured it out. The chosen online advertising format — a friendly conversation about daily shopping choices, of which a few are only apparently more rational than others, helped us to retain people’s attention for longer and deeper,” said DDB’s Creative Director Vairis Strazds commenting on the creative idea.

During the campaign, the homepage: www.kasesesmu.lv was viewed more than 36,000 times and the test was completed by 22,000 interested people. As it turns out, impulsive buyers are dominant among us (47%), followed by confident buyers (35%), while only 18% are truly rational buyers. Almost 1,000 people shared the opportunity to take the test via their social network profiles.

According to Statoil Latvia’s Marketing Manager, Jana Rubīna: “The objective of the test is to clearly topple the prevailing assumption that people are rational beings motivated only by their own agenda. We wanted to get people thinking about those paradoxes that arise if people deny their desire for comfort and a better life. Even though we tend to deny it, it’s not just the product or service that matter to us, but also the quality of service and the attitude towards us as customers. Therefore we wanted to demonstrate the benefits and added value of a full service petrol filling station in an intelligent, positive and unobtrusive way, encouraging customer engagement and interactive participation.”