Media buying & trafficking

McDougall Energy

McDougall Energy is a single provider that is divided into three distinct business lines: home heating, business fuelling, and retail fuelling. Each business line offers multiple products, at vastly different price points, targeting wholly different customer segments with separate sales departments. Sales and marketing efforts are further divided by sales regions, each differing in terms of cost-to-serve, availability and use of products, brand awareness, and competition.


Expanding retail fuel operations in select Canadian markets


The target audience for this campaign was divided into three main groups: current owners of retail gas stations interested in changing wholesale fuel suppliers, current owners seeking to redevelop their site, and non-owners seeking a new business opportunity.  An undercurrent in our strategy was our finding during research that, in the locations being targeted, current and prospective owners of retail gas stations were more likely to be recent immigrants to Canada. 



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