Ampol powers energy evolution in new Saatchi & Saatchi Australia campaign
Australian petrol station chain Ampol is highlighting its future-focused evolution towards new energy solutions for its customers in its latest campaign from Saatchi and Saatchi Australia and iProspect.
The campaign is Ampol’s second major campaign since rebranding back from Caltex, after the company announced the rebrand in response to expiry of the license for the Caltex brand in December 2019. US oil company Chevron, which owns the brand, sold its 50% stake in the Australia operation in 2015.
The new campaign is spearheaded by a 45-second spot that montages a series of drivers and passengers, in a variety of car trip scenarios.
Set to an upbeat track, the spot opens on an Ampol service station, flipping between a series of lighthearted car rides. The spots ends with a narrated line: “with amplified premium fuels, and AmpCharge electric vehicle charging rolling out across Australia, Ampol powers our way of life”.
The campaign also marks the rollout of Ampol’s AmpCharge electric vehicle charging solutions, while also showcasing the various forms of energy solutions Ampol offers, from Amplify Premium Fuels, through to electrification.
Ampol managing director and chief executive officer Matthew Halliday said: “The return of the Ampol brand has been a huge success, with strong brand awareness levels nationally and our position as the only major Australian fuel brand resonating well with customers. Having delivered this, our new campaign is about extending the brand to reflect our strategy to evolve from a traditional transport fuels and convenience retail provider to a broader distributor of energy solutions for the future.”
Ampol chief brand officer Jenny O’Regan added: “Through our relaunch we celebrated our role in powering Australia’s journeys and have leveraged our broader assets and partnerships to cement ourselves in the minds of the consumer as ‘Australia’s Own’. We are now becoming a provider of energy solutions beyond fuel, and this campaign celebrates the current and future role we will play in powering lives across Australia.”
“Connecting customers to the evolving energy offer of the business demonstrates the progressive nature of the brand. Building an extensive, sustainable charging solution for all Australians is an important part of our strategy. This campaign showcases all the individual journeys we are on, yet how we are all still connected.”
Saatchi & Saatchi creative director Piero Ruzzene said: “When we relaunched Ampol, it reclaimed the road trip and reminded the nation that no one journeys quite like we do. Only Australia’s own fuel brand could do that. In 2022, we’re building on that. With a seismic move toward EV charging, both on the road and in the garage, and home electricity coming soon, Ampol is more than just fuelling our journeys; they’re powering our way of life.”
iProspect client partner Jason Smith added: “To quickly rebuild renewed awareness of Ampol, we wanted to engage Australians of all walks of life in the right channels. Our approach is to ensure wherever possible, people connect with Ampol.”
Credits
Client: Ampol
Creative Agency: Saatchi & Saatchi Australia
Media Agency: iProspect
Production Company: Airbag
Sound Design: Rumble Studio
Photography Production House: The Kitchen
Will never forget the esso ad for happy motoring, many moons ago.
From Carmen, last bit of overture. Love it still.
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