Reconnecting Consumers to Legacy Lubricant Brands through Digital Engagement

About the Client

Ardova Plc is a Nigerian downstream energy company that distributes fuels and manufactures lubricants such as Visco 2000 and Super V. It operates a nationwide retail network and storage facilities, serving motorists and industrial customers across the country.

Challenge

After acquiring lubricant businesses, Ardova Plc found legacy brands such as Visco 2000 and Super V disconnected from the people who bought them. The company needed to reintroduce those brands, incentivise purchase, and see who was buying and where.

Solution

Softcom ran a nationwide engagement platform. Unique codes were printed on labels and generated inside the manufacturing flow. Buyers dialled a USSD code and received airtime or cash at once. The system validated codes, paid the incentives, and reported engagement and location in real time.

Impact

• Over 800,000 customers identified and engaged nationwide
• Instant airtime and cash for verified buyers
• Behaviour insights that sharpened marketing spend
• Legacy brands reconnected with the people who buy them