Ampol has launched the next phase of its brand strategy with its new ‘Powering Our Way of Life’ multimedia campaign on 3 July. The campaign celebrates Ampol’s role at the centre of Australian journeys and the evolution of its customer offer as part of the energy transition.
The new campaign is anchored in the proposition that, wherever your journey starts and ends in Australia, Ampol is there providing the fuel, energy and mobility solutions you need to get moving, and keep moving — on the forecourt, on the road or at home.
The creative showcases the various energy solutions Ampol offers today through its Amplify Premium Fuels range, as well as the evolution of its offer through electrification and the recent launch of its AmpCharge EV fast charging solution.
Ampol Managing Director and Chief Executive Officer Matthew Halliday says the campaign builds on the success of the Ampol rebrand, with the national retail network transition nearing completion and strong metrics in brand awareness and engagement across customer segments.
“The return of the Ampol brand has been a huge success, with strong brand awareness levels nationally and our position as the only major Australian fuel brand resonating well with customers. Having delivered this, our new campaign is about extending the brand to reflect our strategy to evolve from a traditional transport fuels and convenience retail provider to a broader distributor of energy solutions for the future,” Mr Halliday said.
“Ampol has a key role to play in energy transition and will develop a range of new solutions for our customers in all parts of our economy. While these solutions will continue to evolve with the energy transition, the impending roll out of AmpCharge across our retail network and to homes, workplaces and shopping centres is the most exciting and visible example that the campaign leverages to demonstrate how we will shift to keep Australians moving and to power our way of life.”
Ampol Chief Brand Officer Jenny O’Regan says connecting customers to the evolving energy offer of the business both reinforces established brand credentials and demonstrates how the brand can extend to support evolution in the broader business strategy.
“Through our relaunch we celebrated our role in powering Australia’s journeys and have leveraged our broader assets and partnerships to cement ourselves in the minds of the consumer as ‘Australia’s Own’. We are now becoming a provider of energy solutions beyond fuel to power our broader Australian way of life, and this campaign celebrates the current and future role we will play in powering lives across Australia.”
The ‘Powering Our Way of Life’ campaign was created by Saatchi & Saatchi Australia and launched on national broadcast television on 3 July. Messages will be layered as the campaign is executed over the coming months, beginning with brand messaging, then celebrating Ampol’s fuels credentials and later incorporating future energy initiatives like EV charging.
The campaign is supported by an integrated media buy, via iProspect. The breadth includes TV, outdoor, cinema, radio, online display, social, and sponsorship partnerships, including Channel 9’s Friday Night Footy, Channel 7’s Sunrise and Fox Sports.
The campaign will also leverage Ampol’s continued sponsorship of Ampol State of Origin and Red Bull Ampol Racing.
View Ampol’s ‘Powering Our Way of Life’ campaign.
