How Low Can You Go? | Fuel Forward® App | agency: VMLunexpected.
How can you differentiate in a sea of blah?
create something
the challenge:
Let’s face it: no one enjoys paying for gas. With the high cost of living, inflation and fuel rewards programs that often feel 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, while visually reinforcing the key message of savings with the app.
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:
Developed 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+ high-vis impressions across premium media buys (World Series, NFL Thanksgiving, CFP & Champ Game)
700M+ impressions across integrated marketing channels
90.93% video completion rate (significant increase % YoY vs. prior campaign)
14% increase YoY 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
This was a fun one. From strategy discussions with agency partners, bold creative teams and award-winning directors, I am very proud of this campaign. It was a calculated step outside of a traditionally conservative company strategy and industry. It proved that strong, interesting creative and unique storytelling can position a commodity with personality and have a lasting impact on business objectives. Also, it proved that people can and will stick around to watch … a commercial for a gas station? … if the story & creative is strong enough.
