7-Eleven has launched a new range of reformulated Mobil fuels that are designed to give drivers more kilometres in the tank.
The fuels, which are available at over 600 7-Eleven stores across the country, have been reformulated with an upgraded additive technology across all petrol grades, designed to enhance engine performance and improve fuel economy.
Adam Jacka, Head of Brand, Marketing and Loyalty at 7-Eleven Australia, said with their best ever Mobil fuel formulation, customers can fill up with at 7-Eleven with confidence they are helping their engines go further.
“In a world of parity products with little differentiation, this is a genuinely unique, powerful benefit for customers, and we challenged ourselves from a marketing perspective to push the boundaries in how we bring this to life.
“Our value for money perceptions have always been strong in the market. Our loyalty program’s Fuel Price Lock feature and Velocity Frequent Flyer partnership offer unique customer benefits in that regard, but we also know that our fuel quality performance stands up just as well. The launch of this new formulation created the perfect moment to remind Australians that our Mobil fuel partnership should be trusted for great quality, and great value.”
The fuel range was launched with a new campaign by creative agency CHEP Network, which includes a film directed by Jeff Low from Revolver Films featuring a never-ending car chase where the hero and villain have been driving for so long, they can only be sure of one thing.
Glen Dickson, Deputy Chief Creative Officer at CHEP Network, said they looked for a way to tell Australia about it in the most entertaining way possible.
“The ability to drive further on one tank was such a clear, focused place to start.”
In addition to the hero film, the integrated campaign includes a rollout in partnership with media agency, PHD Media, that extends across out of home media, audio, digital, instore POS, CRM, talent partnerships through social media and a 60-second version to be released through 7-Eleven’s owned channels.
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