Basma, “Loyalty For All” Campaign
Oman Oil Marketing Company (OOMCO) launched the “Loyalty for All” campaign to expand its Basma Loyalty Program by simplifying its point system across cash, card, and app transactions while making it accessible across diverse payment methods and achieving record-breaking customer adoption.
Task
To redefine customer loyalty by creating an inclusive program that drives registrations and enhances engagement.
Mascot Introduction: Launched Basma, the animated character, as the campaign’s face for relatability and memorability.
Compelling Messaging: Delivered slogans like “All Roads Lead to Basma” and “Your Points, Your Way” to highlight simplicity and accessibility.
Diverse Platforms: Deployed social media, OOH advertising, Mubashir & Sarooj screens, radio, and in-store activations.
Future-Proofing: Positioned the program for expansion into Café Amazon and Ahlain Store purchases.
Creative Direction: Designed visuals, taglines, and assets aligned with OOMCO’s brand.
Digital Engagement: Produced social content, DOOH videos, infographics, and interactive posts.
Print & Broadcast Media: Flyers, posters, radio ads, and digital videos for wider reach.
Staff Training: Equipped frontline teams with training for seamless customer support.
The campaign achieved remarkable adoption rates, with 10,000 users registering within just 24 hours and 15,000 within 48 hours. By the end of the first month, the program had enrolled 54,000 users, making it one of OOMCO’s most successful initiatives to date. This rapid uptake highlighted the campaign’s strong resonance with customers and demonstrated Kenshō’s expertise in delivering impactful, customer-centric loyalty strategies that set a new benchmark in Oman’s market.
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