Everyone has, at one time or another, grabbed their phone and polished it on their pant leg or shirt fabric to clean it. We tapped into that truth and gave the simple act of shining up your phone petrol-price reducing powers!!
When OTR launched gamification to their Fuel Pay App, they wanted to encourage users to trial and continue using it once downloaded.
To stimulate this trial and ongoing use of the Fuel Pay App,
we were tasked with developing a new campaign that highlighted the gamification aspect as well as the ease and convenience of the app.
We developed a television lead campaign built on the undeniable fact that using your phone makes the screen grubby. Oily finger marks and smudges obscure the screen, making it difficult to read and not particularly nice to use.
The truth is everyone has, at one time or another, grabbed their phone and polished it on their pant leg or shirt fabric to clean it. We tapped into that truth and gave the act of shining up your phone ‘petrol price reducing powers’.
The campaign demonstrates that, with a simple, everyday action of polishing our phone screen we can unleash the power of
a magic Australian genie. We say “Australian” because, well, this genie is a bit rough ‘round the edges. A laconic sort of character with a memorable magic word.
The Genie was the vehicle for our message about technology giving individuals a sense of empowerment. A sense of control – iTake the photo. iEdit the photo. iUpload the photo – and no-one can stop me!
Now, I pay for fuel on the app and I save!
All performance expectations were exceeded early, and the campaign has been extended.