Turning ON success

PAE is the leading private and integrated energy company in Argentina. It has become the main private producing, employing and investing company within the Oil&Gas industry in this country. It also operates in Bolivia, Mexico and Brazil. It explores and produces oil and gas. It refines oil, commercializes fuels and lubricants (AXION branch), and participates in the renewable energies.

Briefly describe the nominated organization or individual: history and past performance (up to 1,250 characters):

PAE is a leading global energy company in Argentina and the region. It is the main private producer, employer and investor in the industry, with operations in Argentina, Bolivia, Mexico and Brazil.

It develops conventional, unconventional, onshore, and offshore oil and gas fields; it has oil and gas pipelines, as well as oil and hydrocarbon derivatives terminals; it produces electricity and participates in the renewable energy sector.

In the downstream segment, AXION energy operates the most modern refinery in South America, located in Campana, province of Buenos Aires, with a capacity of 95,000 barrels per day. There, the sector's most important expansion and modernization project of the last 30 years has been completed, with an investment of 1.5 billion dollars. As for its retail operations, the company sells fuels through the brand AXION energy and lubricants through the brand Castrol at more than 600 gas stations across the country.

AXION energy was the first company in Argentina to offer charging points for electric cars. It also supplies the aviation, maritime, agricultural, and transport industries, and manufactures products for petrochemical use.

Outline the nominated achievements since July 1, 2023 that you wish to bring to the judges' attention (up to 1,500 characters)::

AXION energy's ON loyalty program, launched in 2023, is a first-of-its-kind, in-house developed platform that has redefined customer engagement in Argentina's highly competitive fuel market. The program's core achievement is its innovative, data-driven approach, which offers geolocated, incremental, and personalized benefits-attributes that set it apart from its competitors. This unique strategy has not only strengthened brand value but also driven exceptional business results.

ON has surpassed expectations. The program amassed over 1.5 million users and 794,850 active, loyal members in August 2024. This success is directly reflected in increased customer behavior, with the refueling frequency rising to 2.85 times per month and the average monthly refueling volume per user exceeding the 25-liter goal.

Program participants increased their volume by about 17% in the first year. We attained an 8% growth in the consumption of premium products within the stable base, and there was a 5% rise in cross-selling between fuel and Spot stores in the user base. By June 2025, user retention reached 600,000 monthly customers, over 1,000,000 app sessions monthly, and 1.2 million transactions monthly.

The program has achieved a nearly 30% penetration rate within AXION energy's station network (of the total amount of benefits offered, 1,300 are geolocated, and 211 were included by gas stations), with a 40% premium fuel mix, showcasing its direct impact on both customer loyalty and key business metrics.

In 2025, actions targeting the Diesel channel were introduced, emphasizing the cargo transportation segment.

Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the organization's past performance (up to 1,500 characters):

The ON loyalty program is a game-changer because it innovatively moves beyond the typical rewards focused on travel and soccer, which are common among competitors. By focusing on entertainment-a demand highlighted by a Kantar survey-AXION energy created a unique value proposition with benefits like an exclusive streaming channel and tickets to major events. This emotional connection was previously neglected in the industry, making ON's approach particularly significant.

The program's achievement is also notable for its advanced personalization and nationwide reach. Unlike competitors, ON's benefits are geolocated and personalized, offering a more tailored user experience. This attribute is critical in a country as vast and diverse as Argentina. Moreover, the program's seamless ID-based system and integration with MODO, a popular digital wallet, simplifies the user experience, eliminating the need for a physical card or even a cell phone. These features transformed customer interaction and cemented AXION energy as a disruptive force in the market.

ON is, above all, an endless source of knowledge about each customer's profile and individual behavior, a key aspect for personalizing loyalty and enhancing the positioning, growth and prestige of AXION energy and its products. By having direct contact with end consumers, customer service was transformed with new communication channels and bigger teams to answer quickly, closely and effectively.

ON success demonstrates the program's effectiveness in increasing brand loyalty and market share, significantly outperforming the company's past performance and setting a new benchmark for customer loyalty programs in the Argentine energy sector.

Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 1,500 characters):

• "Turning_On_Success" file details: Motivation, general and specific objectives, key audiences, the strategy (e.g., being the first program in which users can level up, an unprecedented idea: entertainment, accessible benefits tailored to every corner of the country, ongoing evolution). The implementation stages:

• Initial development, how ON works, knowing and protecting the user, launching to external audience, high-impact launch, advertising campaign, digital strategy, 360 campaign, launch to internal audience)

• The results of the Turning ON Success marketing campaign:

• Surpassing objectives, business impact, impact on gas stations, impact of on communication, impact on the internal audience of Pan American Energy - AXION energy.

• AXION energy web site

• Video, the advertising spot

• Video, Informing employees about the ON loyalty program