Chevron

Making a 15-year-old campaign emotionally relevant for today’s drivers

Problem

Gas is seen as a commodity. When prices increase pragmatic consumers trade down to cheaper stations. How do you equate gas to maintenance?

Plan

Use the beloved talking cars to help people understand that what you put in is what you get out – IT’S A GIVE AND TAKE RELATIONSHIP

Results

Initial conversation mining shows positive feedback and stronger emotional engagement with the brand