Esso's Smiles Loyalty Program was being upgraded with new and improved benefits like the virtual Smiles card on the Esso app.
The Business Problem:
While many drivers were already Smiles members, app penetration was low and awareness of benefits could do with a boost.
The Business Problem:
While many drivers were already Smiles members, app penetration was low and awareness of benefits could do with a boost.
The Culture Opportunity:
Great value is infectious, and sharing it makes the experience even more rewarding.
Likewise, good lobangs must be shared — Smiles takes on an influential property,
becoming infectious and passed on to these other customers.
Great value is infectious, and sharing it makes the experience even more rewarding.
Likewise, good lobangs must be shared — Smiles takes on an influential property,
becoming infectious and passed on to these other customers.
Solution:
We tap on the idea of doppelgängers to demonstrate how Smiles can be spread, and how easy it is for anyone to be enjoying exclusive perks with the enhanced Esso app.
We tap on the idea of doppelgängers to demonstrate how Smiles can be spread, and how easy it is for anyone to be enjoying exclusive perks with the enhanced Esso app.
The 30s film made its way to FTA channels, and was supported by a series of 6s cutdowns.
A radio spot supplemented the campaign on the airwaves, building on the same motif and messaging to reach drivers where they were at.
Script here:
Creative Director: Elijah Ng
Senior Copywriter: Joel Lim
Art Director: Madeline Ngai
Film Production: Abundant
Director: Winfred Kwan
Senior Copywriter: Joel Lim
Art Director: Madeline Ngai
Film Production: Abundant
Director: Winfred Kwan