7-Eleven, in partnership with Mobil, is set to help drivers go further with a new fuel range now available at 7-Eleven stores nationally.
Mobil fuels at 7-Eleven have been reformulated with an upgraded additive technology across all petrol grades, designed to take drivers further with more kilometres per tank, enhancing engine performance and improving fuel economy.
The new fuel range has launched with a new campaign by creative agency CHEP Network.
“With our best ever Mobil fuel formulation, our customers can fill up with at 7-Eleven with confidence we are helping their engines go further,” says 7-Eleven Australia Head of Brand, Marketing & Loyalty Adam Jacka.[1]
“In a world of parity products with little differentiation, this is a genuinely unique, powerful benefit for customers and we challenged ourselves from a marketing perspective to push the boundaries in how we bring this to life.”
“Our value for money perceptions have always been strong in the market. Our loyalty program’s Fuel Price Lock feature and Velocity Frequent Flyer partnership offer unique customer benefits in that regard, but we also know that our fuel quality performance stands up just as well. The launch of this new formulation created the perfect moment to remind Australians that our Mobil fuel partnership should be trusted for great quality, and great value!”.
The integrated campaign by CHEP Network launches with a film directed by Jeff Low from Revolver Films. It features a never-ending car chase where the hero and villain have been driving for so long, they can only be sure of one thing (maybe).
CHEP Network Deputy Chief Creative Officer Glen Dickson says: “The ability to drive further on one tank was such a clear, focused place to start. We looked for a way to tell Australia about it in the most entertaining way we could.”
In addition to the hero film, the integrated campaign includes a rollout in partnership with media agency, PHD Media, that extends across out of home media, audio, digital, in-store POS, CRM, talent partnerships through social media and a 60-second version to be released through 7-Eleven’s owned channels.
The new Mobil fuel ranges are now available at over 600 7-Eleven stores in communities across the country.
[1] The best fuel ever claim is based on comparison with Mobil fuels with previous additive technology within the same grade and excludes Mobil Diesel Efficient. For more information see 7eleven.com.au.
