How do you change the image of a brand that is outspent 50 to 1 by it’s competitors, and exists in a world consumed with fluctuating gas prices and general apathy towards gasoline brands.
When BVK tackled that challenge for CITGO, they found the real difference for them, was that every station is locally owned. So BVK put a spotlight on all the good things that CITGO does in local communities with the “Fueling Good Road Trip.” The Road Trip, features two young social media saavy guys, who set out to travel across the country meeting local residents, CITGO owners, customers and talking to the many recipients of CITGO goodwill.
Travelling in the CITGO Fueling Good Van from Texas to Maine, a website was built to track the adventures of Adam and Diego. At the same time, CITGO’s social media engagement from the start of the campaign exploded. As Adam and Diego shared their adventures through pictures and video on Facebook, Twitter, Youtube, Instagram and Pinterest all along the way.
Almost immediately, the Fueling Good Road Trip had a major impact on the perceptions of the CITGO brand. Besides increasing awareness for CITGO’s core values, as well as extending the reach of the brand to many new audiences, those who were exposed to the Road Trip were 75% more likely to purchase gas from their locally-owned Citgo. And consumers got the opportunity to see CITGO as more than just a gas station, but as good, caring people who are an integral part of your neighborhood. Giving new meaning to the term, “fueling good.”