Ampol has launched the next phase of its brand journey – ‘A to Anywhere’ – to convey the ongoing evolution of the business and its role in customer journeys.
The ‘A to Anywhere’ campaign positions Ampol as being “greater than the sum of its parts.” “From far and wide, Ampol continues to power the way of life for millions of customers, be it for fuel, convenience, electric vehicle charging or energy.”
The creative is underpinned by Ampol’s diverse portfolio of products and services and its integral role in supporting the ever-changing needs of customers. While Amplify Premium Fuels remains core to the business, so too does its retail convenience offering Ampol Foodary, national electric vehicle charging AmpCharge network and at home electricity offer through Ampol Energy (currently exclusive to South-East Queensland).
“Wherever our customers start and end their journeys – Ampol is there providing energy mobility solutions through retail, fuel, EV charging and electricity solutions they need to keep moving – on the forecourt, on the road and at home,” says Chief Brand Officer Jenny O’Regan.
“‘A to Anywhere’ speaks to the vital relationship between our people, customers, partners, and community, and recognises that each operates as part of a broader, connected ecosystem.
“For over 100 years, Ampol has supported Australian communities and we remain committed to powering their needs today while supporting their endeavours for tomorrow.”
An ambition to be Australia’s preferred transport energy provider is celebrated in the campaign through the depiction of Ampol taking you from ‘A to Anywhere’.
“Evolving Ampol from a single product association to an overarching mobility energy business that encompasses a wide range of customer needs is the next step of our brand journey,” Ms O’Regan said.
“The ‘A to Anywhere’ campaign broadens the positioning of our brand in the hearts and minds of our customers and aims to inspire Australians to choose Ampol for all their energy needs.”
The ‘A to Anywhere’ campaign was created by Saatchi & Saatchi Australia and launched on Broadcast Video on Demand in mid-May. Messages will be layered as the campaign is executed over the coming months, beginning with brand messaging, then celebrating Ampol’s fuel, convenience, energy and mobility solutions initiatives. The campaign is supported by an integrated media buy, via iProspect. The breadth includes BVOD, YouTube, outdoor, radio, online display and social media.
“As Ampol continues to grow their product offering, this new ‘A to Anywhere’ platform will deliver a clear message to Australians. Wherever your anywhere is, Ampol is here to help you get there,” says Saatchi and Saatchi Australia Group Account Director Stuart Smith.
Ampol’s ‘A to Anywhere’ campaign can be viewed here.
