Gas Station Brand Launches Loyalty Program With “Drop What You’re Doing” Message
As drivers continue to emerge from the pandemic, Sunoco’s introducing its Loyalty Program by canvasing high-density hangouts, asking consumers to get to Sunoco to fuel up and instantly save.
The launch is anchored around Tom Brady’s highly anticipated return to Foxborough this Sunday, October 3. Street decals, aerial banners and spots on Patriots Radio Network will surround the big game stating, “The GOAT’s return can wait. Sunoco Go Rewards come first.” TV, social and outdoor ads in key markets extend the sentiment with contextual headlines at Topgolf, bars, gyms, coffee shops, salons and Uber tops.
Filling your tank is typically a task accomplished on your way from point A to point B. With the launch of its instant savings Loyalty Program, Sunoco suggests fueling up should come before everything else.
A series of spots and social videos – from lauded director Steve Miller of Radical Media – support the campaign, comedically portraying characters from brides to burglars who forgo higher priorities in order to fuel up and save with new Sunoco Go Rewards.
“We’re excited to bring our app-based loyalty program to market in such a disruptive and contextual way,” said Fred McConnell, Marketing Director at Sunoco.
Led by agency partner Solve, the integrated effort ramps up through the fall with campaign placements at the Fillmore concert venue and Lincoln Financial Field in Philadelphia, across thousands of Sunoco stations, as well as TV, radio and digital/social content. The work can be viewed here.