The Business Problem:
Esso's Smiles Loyalty Program fulfilled a very functional role in the lives of drivers – they only wanted to use it when they fuelled up.
The ask was deceptively modest: how do we get people to choose Esso?
But instead, we asked: how do we get people to love Esso?
But instead, we asked: how do we get people to love Esso?
The Culture Opportunity:
Because while many see Esso dealing in the business of fuel, we saw an opportunity to reposition Esso to be in the business of smiles. After all, while it was important that customers put fuel in their tanks, it was critical that Esso put smiles on faces.
Solution:
The best rewards are the ones you never see coming.
Check the reel out
Creative Director: Elijah Ng
Senior Copywriter: Joel Lim
Art Director: Felicia Agnes
Head of Broadcast: Casey Poh
Senior Copywriter: Joel Lim
Art Director: Felicia Agnes
Head of Broadcast: Casey Poh
Production House: Abundant