Social, Broadcast, Programmatic
Dwarfed by big, faceless energy giants, Cenex needed to stand for something bigger than fuel. Our Powered Locally platform tapped into local pride and transformed a 1,500-store convenience chain into a friendly neighbor with a hometown smile.
When we brought the idea of “local is personal” together with our brand promise of powering lives, the Powered Locally campaign was born.
Cenex stores are as unique as the people they serve. The campaign celebrated this by highlighting local, honest and humorous moments during high-profile programming.
We launched our new “rolling hills” media approach with a pair of fun, friendly 15-second ads during the Super Bowl, which set the tone for a series of peaks throughout the year.
Rather than a few 30-second spots, we produced nine 15-second ads in total, which doubled our impressions without increasing our budget.
Hyper-targeted mobile ads helped us communicate Powered Locally messaging based on user location.
Online GIFs proved to be the perfect place to keep our new media approach strong between seasonal pushes.
We brought helpful advice to the web by posting how-to videos to social channels that are as useful as they are entertaining.
More than 50% of people surveyed feel the Powered Locally campaign makes Cenex feel relevant to them personally.