Background: OK Västerbotten is a cooperative association owned by it’s members. The associa- tion manages 36 fuel stations that also function as post offices, convenience stores, cafés and meeting places.
Challenges: Not many have known what OK Västerbotten does, nor what the association stands for – and the members are generally older.
OK Västerbotten is facing three major challenges:
Solution: Our extensive work on brand insight has led us to the conclusion that OK Västerbotten represents values that are vital to today’s young consumers:
We also know that conscious and principled brands in themselves attract and create conscious and principled customers. Therefore, OK Västerbotten works intensively and focused in three primary areas of sustainability: social, economic and environmental – for the benefit of customers, members and the region.
For example, in collaboration with local energy company Umeå Energi, OK Västerbotten has invested in electric vehicle charging points, which have been installed – and communicated – during 2017. The head offi- ce, situated in Umeå, is now powered by solar cells.
OK Västerbotten continues to invest in local and regional products. Over the past year, the association has developed a new food concept called Street Taste. A range of US-style type of street food, made using produce from Västerbotten.
All of this is summed up in the brand promise: More Value Together. Thus: The more members that OK Västerbotten attracts, the better the conditions for developing the stations and, thereby life in the county. And the more successful OK Västerbotten is, the more its owners – the members – will get back in dividends. A financial and social cycle that has many winners.
This insight, and the brand promise, permeates all strategic decisions and thereby all communication.
Reaching further and wider:
Attracting more young people:
But equally important