Strategy:Tease period: Emailing campaign to announce the online catalogue launch.Minimal POS in stations.Reveal period:Full POS campaign in stations (posters, take-ones at pump, counter mats, catalogue presenters, mobiles).Catalogue available in all stations presenting all new gifts.An SMS campaign.Window dressing to present gifts in certain stations.Internal communication:Sales arguments.Sweet box presentation kit containing the catalogue.Creative Strategy:Use & adaptation of the 'Point'. It is the strategic emblem of the Club Total, a creative symbol which transcends all off & online materials.Development of a modern graphic style, an educative tone of voice, very different from the competition.

Results obtained and assessment.Internal: very strong feedback from the sales force from station managers.External: launch in March awaiting the results.