Ampol launches new ‘Powering Our Way of Life’ campaign via Saatchi & Saatchi and iProspect


Ampol has launched a new campaign called ‘Powering Our Way of Life’, created by Saatchi & Saatchi Australia, that looks to the future with an increased focus on new energy solutions for its customers.


This purpose, now more than ever, is realised with Ampol’s rollout of AmpCharge Electric Vehicle charging solutions. Whether fuel or electricity, Ampol can power every Australian’s way of life under our beating sun.

The campaign seeks to showcase the various forms of energy solutions Ampol offers from Amplify Premium Fuels through to electrification, with the latter both within Ampol service stations and at home.

Ampol understands that Australia’s diversity is remarkable. From coast to coast, the way people live is a spectrum of individuality and it’s what makes Australia the country it is – a place where people are free to go their own way.

But one thing we all have in common is the journey we’re on together. As a people, we’re always on the move, and it’s this innate momentum that continues to power Ampol since 1936.

Says Matthew Halliday, managing director and chief executive officer, Ampol: “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.”

Says Jenny O’Regan, chief brand officer, Ampol: “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, and this campaign celebrates the current and future role we will play in powering lives across Australia.

“Connecting customers to the evolving energy offer of the business demonstrates the progressive nature of the brand. Building an extensive, sustainable charging solution for all Australians is an important part of our strategy. This campaign showcases all the individual journeys we are on, yet how we are all still connected.”

Says Piero Ruzzene, creative director, Saatchi & Saatchi: “When we relaunched Ampol, it reclaimed the road trip and reminded the nation that no one journeys quite like we do. Only Australia’s own fuel brand could do that. In 2022, we’re building on that. With a seismic move toward EV charging, both on the road and in the garage, and home electricity coming soon, Ampol is more than just fuelling our journeys; they’re powering our way of life.”

The campaign launched on national broadcast television in July and 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.

Says Jason Smith, client partner, iProspect: “To quickly rebuild renewed awareness of Ampol, we wanted to engage Australians of all walks of life in the right channels. Our approach is to ensure wherever possible, people connect with Ampol.”

AmpCharge Electric Vehicle Charging solutions will soon commence rolling out all over the country.

To find out more about how Ampol is evolving to meet the needs of customers, check out their Future Energy and Decarbonisation Strategy document released in 2021:

Client: Ampol
Creative Agency: Saatchi & Saatchi Australia
Media Agency: iProspect
Production Company: Airbag
Sound Design: Rumble Studio
Photography Production House: The Kitchen

Ampol launches new ‘Powering Our Way of Life’ campaign via Saatchi & Saatchi and iProspect Ampol launches new ‘Powering Our Way of Life’ campaign via Saatchi & Saatchi and iProspect