Leading fuel brand, JET, is launching the first instalment of its iconic ‘Keep on Moving’ campaign for 2023 – as part of a six-week programme of activity.
The campaign, that for the first time will run nationally, begins with two beautifully surreal films. Using visual metaphors including balloons and light bulbs, the films (entirely created in CGI) show a blue convertible running out of fuel/charge before refuelling/recharging as it goes past a JET service station. The films reinforce the overriding ‘Keep on Moving’ message, to help all drivers on their journeys uninterrupted. It is the first ad promoting JET CHARGE, the brand’s ultra-rapid EV service, that officially launched earlier this year.
Hot on the heels of the films, is an interactive on-site activation – Wheel Spins. The new social series follows a gameshow-style host (complete with on-brand yellow velvet jacket) around various JET service stations, who invites customers to spin the wheel for prizes ranging from free fuel to Booking.com vouchers and rubber dashboard ducks. All episodes will air across social media. Participating service stations include: Jempson’s Superstore in Rye, Tilthams Garage in Surrey, Hopcrofts Holts and Bellingers, in Oxfordshire.
Over the next two months, several more creative activations will launch targeting new audiences and a younger demographic. These include influencer-led social and marketing campaigns, which will continue to push the boundaries of traditional fuel brand-marketing activations.
“With this campaign, we really wanted to celebrate the joy of driving for all drivers, while at the same time demonstrating that the JET brand is focused on helping people to Keep on Moving” says Áine Corkery, Manager, Brand, UK Marketing Phillips 66 Limited “And while this is an extension of the overriding ‘Keep on Moving’ message, we’ve taken a very different direction this time round. We wanted to target a new generation of drivers by working with influencers who will take us to new territories and audiences, while capturing the essence of the JET brand in a fun, surprising and quirky way.’
