Fuel Forward® App | Phillips 66, 76, Conoco | 2024
The Challenge:
Let’s face it—no one enjoys paying for gas. With inflation still looming and fuel rewards programs often feeling overly complex, my challenge was to simplify and energize the Fuel Forward® App message in a way that made people actually care. I wanted something bold. Fun. Memorable. Something that would cut through the clutter and turn “savings” into an experience.
The Idea:
How Low Can You Go? took the stress of gas prices and flipped it into something entertaining, actionable, and totally ownable.
Grounded in the simple message: Download. Stack. Save., the campaign used quirky humor, distinctive visuals, and an original Western-themed score to invite consumers into a gamified savings experience. We brought the message to life through stylized editing, slow zooms, and character-driven micro-vignettes that rewarded rewatching and created buzz across all media platforms.
This wasn’t just a campaign—it was a branded mini-world that made fuel savings feel fun again.
My Role:
As channel owner for the Fuel Forward® App, I served as a strategic and creative lead across all aspects of the campaign:
- Helped develop the core campaign brief rooted in consumer insights and creative whitespace
- Led multi-agency collaboration, creative reviews, and stakeholder alignment across internal and legal teams
- Partnered with our Hispanic marketing agency (LNC) to ensure simultaneous English/Spanish rollout
- Oversaw integration across channels including digital, social, POP, broadcast, and in-stadium activations
- Advocated for bold creative—pushing to make the brand feel more culturally relevant and consumer-friendly
The Impact:
- 83.2M total impressions across premium media buys (World Series, NFL Thanksgiving, College Football Playoff)
- 90.93% video completion rate (+3% YoY)
- 14% increase in click-through rate
- 13.5% growth in new registered users
- 7.1% increase in transacting users
- 4.5% increase in gallons sold
- 4.1% increase in total app transactions
The creative proved so compelling that many viewers rewatched it multiple times, often catching new details with each view—rare for an app-based promotion in the fuel category.
By transforming rewards into a story, and savings into an experience, How Low Can You Go? helped drive one of the most successful quarters in the app’s history—and positioned the campaign as a blueprint for continued growth in 2025. Also, personally, the chance to finally work with The Perlorian Brothers was a dream come true!
The Challenge:
Let’s face it—no one enjoys paying for gas. With inflation still looming and fuel rewards programs often feeling overly complex, my challenge was to simplify and energize the Fuel Forward® App message in a way that made people actually care. I wanted something bold. Fun. Memorable. Something that would cut through the clutter and turn “savings” into an experience.
The Idea:
How Low Can You Go? took the stress of gas prices and flipped it into something entertaining, actionable, and totally ownable.
Grounded in the simple message: Download. Stack. Save., the campaign used quirky humor, distinctive visuals, and an original Western-themed score to invite consumers into a gamified savings experience. We brought the message to life through stylized editing, slow zooms, and character-driven micro-vignettes that rewarded rewatching and created buzz across all media platforms.
This wasn’t just a campaign—it was a branded mini-world that made fuel savings feel fun again.
My Role:
As channel owner for the Fuel Forward® App, I served as a strategic and creative lead across all aspects of the campaign:
- Helped develop the core campaign brief rooted in consumer insights and creative whitespace
- Led multi-agency collaboration, creative reviews, and stakeholder alignment across internal and legal teams
- Partnered with our Hispanic marketing agency (LNC) to ensure simultaneous English/Spanish rollout
- Oversaw integration across channels including digital, social, POP, broadcast, and in-stadium activations
- Advocated for bold creative—pushing to make the brand feel more culturally relevant and consumer-friendly
The Impact:
- 83.2M total impressions across premium media buys (World Series, NFL Thanksgiving, College Football Playoff)
- 90.93% video completion rate (+3% YoY)
- 14% increase in click-through rate
- 13.5% growth in new registered users
- 7.1% increase in transacting users
- 4.5% increase in gallons sold
- 4.1% increase in total app transactions
The creative proved so compelling that many viewers rewatched it multiple times, often catching new details with each view—rare for an app-based promotion in the fuel category.
By transforming rewards into a story, and savings into an experience, How Low Can You Go? helped drive one of the most successful quarters in the app’s history—and positioned the campaign as a blueprint for continued growth in 2025. Also, personally, the chance to finally work with The Perlorian Brothers was a dream come true!