Ampol extends brand position in ‘A to Anywhere’ campaign via Saatchi & Saatchi Australia
The next phase of Ampol’s brand journey ‘A to Anywhere’ has been launched via Saatchi & Saatchi Australia, to convey the ongoing evolution of the business and our 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 our retail convenience offering Ampol Foodary, our national electric vehicle charging AmpCharge network and at home electricity offer through Ampol Energy (currently exclusive to South-East Queensland).
Says Jenny O’Regan, chief brand officer, Ampol: “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.
“‘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’.
Says O’Regan: “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.
“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 has launched on broadcast video on demand. 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.
Says Stuart Smith, group account director, Saatchi & Saatchi: “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.”
Agency – Saatchi & Saatchi Australia
Mandie van der Merwe – Chief Creative Officer
Avish Gordhan – Chief Creative Officer
Piero Ruzzene – Creative Director
Robert Bamford – Art Director
Ben De Klerk – Copywriter
Sam Cloake – Art Director
Kate Langham – Copywriter
Tod Duke-Yonge – Head of Design
Jules Jackson – Senior Producer
Anastasia Nielsen – Senior Integrated Producer
Stuart Smith – Group Account Director
Earth Luechaikajohnpan – Senior Account Director
Allie Naylor – Account Manager
Caitlin Alcock – Associate Planner
13 Comments
Should’ve been puppets
No Sir, I don’t like it.
I’m genuinely curious whether brand campaigns from servos convince people to fill up somewhere versus somewhere else. Or, are they more a B2B play to convince other people to partner with them and their network?
About as fungible as a category gets.
Brand campaigns don’t, but prices and fuel quality will make me drive an extra 5km to my local.
The difference brand work does make (say 1-2%) multiplied across the enormou$ market means they do actually pay.
Oil/Petroleum
Agency incorrectly assumes funky haircut girl from Newtown owns an EV, when recent stats show the majority of EV owners are families from the suburbs.
Wow, someone wrote ‘a man looks into his coffee and sees a reflection of a skateboarder’.
Please, I’d love to hear how that was sold in as a connection to a petrol station.
Actually spat out my cuppa.
Familiar. That’s the feeling you get when you’ve seen something before. Something stale. Something lazy. Something embarrassing. Familiar. Like a word on repeat, unpacked and explained to you slowly like you’re new to the English language. Familiar. Like repeating that word a few more times before unsurprisingly putting it into a dull tag line. Because only once you’re familiar with the familiar, can you really appreciate (insert product or brand).
Great craft though.
Talk about an insight that represents absolute Zip. Is there still only the one team at Saatchi’s? Feels like it.
Only corporate yuppie parents can afford a new EV
If you buy a crap Chinese one.
Watching brands simp for Gen Z is my new favourite hobby.