Forecourt Dramas | JET | UK
The Challenge:
JET petrol stations had strong brand recognition in the UK, but lower market consideration compared to competitors. While the brand just celebrated its 75th birthday, many consumers still saw it as "the place your grandparents used to fill up at." The JET brand team hand launched an incredible new "Keep on Moving" campaign in 2021, so our task was to build on that momentum. We wanted to continue refreshing brand perception and connect emotionally with modern drivers, without losing sight of what makes JET valuable in the first place: simplicity, efficiency and consistently smooth experience. How can you make something as routine as fueling up unforgettable?
The Idea:
Forecourt Dramas imagined a world where everyday petrol station moments were packed with the intensity of a soap opera. Dramatic standoffs. Slow-Motion Action Shots. Over-the-top acting. Intense music. And then just as things escalated, the JET experience brought it all back to reality.
The creative leaned into humor (humour!) and every day relatability to land one simple truth: JET is here for drivers - not drama. No fuss, no faff - just clean efficient stations that get you back on the road in no time.
My Role:
While managing the JET brand in the UK on an international assignment, I led this campaign from concept to launch. Key responsibilities included:
- Leading the creative development process across internal teams, agency partners and production crews
- Integrating the campaign into a broader marketing ecosystem - including digital, social, press, and the JET Renewable Diesel launch
- Overseeing media planning, channel strategy and execution to align with UK Retail's initiatives and growth objectives
The Impact:
- Highest creative recall in Sky Media history: 74.1% recognition
- Prompted purchase consideration rose 4% during the campaign
- JET brand moved from 5th to 3rd in market consideration
- Word-of-mouth impact: 4.2% of exposed audiences talked about the ads (vs. .3% of unexposed)
- Contributed to the most successful campaign in JET's partnership history with Sky, to date
This is a campaign I'm incredibly proud of. It proved that even in a traditional category, creative storytelling - grounded in a simple truth - can drive both cultural buzz and business results. I am so thankful for the hard work my team put into this campaign, our incredible agency partner isobel, our talented director, Stephen Pipe, as well as Tantrum Productions in London.
The Challenge:
JET petrol stations had strong brand recognition in the UK, but lower market consideration compared to competitors. While the brand just celebrated its 75th birthday, many consumers still saw it as "the place your grandparents used to fill up at." The JET brand team hand launched an incredible new "Keep on Moving" campaign in 2021, so our task was to build on that momentum. We wanted to continue refreshing brand perception and connect emotionally with modern drivers, without losing sight of what makes JET valuable in the first place: simplicity, efficiency and consistently smooth experience. How can you make something as routine as fueling up unforgettable?
The Idea:
Forecourt Dramas imagined a world where everyday petrol station moments were packed with the intensity of a soap opera. Dramatic standoffs. Slow-Motion Action Shots. Over-the-top acting. Intense music. And then just as things escalated, the JET experience brought it all back to reality.
The creative leaned into humor (humour!) and every day relatability to land one simple truth: JET is here for drivers - not drama. No fuss, no faff - just clean efficient stations that get you back on the road in no time.
My Role:
While managing the JET brand in the UK on an international assignment, I led this campaign from concept to launch. Key responsibilities included:
- Leading the creative development process across internal teams, agency partners and production crews
- Integrating the campaign into a broader marketing ecosystem - including digital, social, press, and the JET Renewable Diesel launch
- Overseeing media planning, channel strategy and execution to align with UK Retail's initiatives and growth objectives
The Impact:
- Highest creative recall in Sky Media history: 74.1% recognition
- Prompted purchase consideration rose 4% during the campaign
- JET brand moved from 5th to 3rd in market consideration
- Word-of-mouth impact: 4.2% of exposed audiences talked about the ads (vs. .3% of unexposed)
- Contributed to the most successful campaign in JET's partnership history with Sky, to date
This is a campaign I'm incredibly proud of. It proved that even in a traditional category, creative storytelling - grounded in a simple truth - can drive both cultural buzz and business results. I am so thankful for the hard work my team put into this campaign, our incredible agency partner isobel, our talented director, Stephen Pipe, as well as Tantrum Productions in London.