ConocoPhillips has launched a new brand advertising campaign and 28-week consumer promotion for its Phillips 66 brand gasoline.
The campaign highlights Phillip 66 gasoline’s long-standing commitment to produce “the best in performance gasoline,” which is brought to life through the campaign tagline, “Experts in Gas Since 1927”.
A central part of the campaign is the Local Legends contest, which will engage consumers through an online user-generated video contest where consumers can upload videos of their talents and friends can vote for their favorites. Phillips 66 gas will recognize and reward Local Legends by giving away great prizes including free gas for a year.
“The Phillips 66 brand is passionate about two things: the quality gas we produce and the local markets where we do business,“ said Tami Talbert Walker, ConocoPhillips’ fuels brand manager. “In this campaign, we not only remind consumers of our excellent gasoline, we celebrate what our local consumers do really well too. We are asking consumers to share with us their talents for a chance to win weekly, monthly and grand prizes.”
Debuting in Amarillo, Texas, Albuquerque, N.M., Kansas City, Mo., and St. Louis, Mo., the campaign consists of TV and radio commercials, new look and content for the Phillips66.com Website, online ads, billboards and in-station signage.
Venables Bell & Partners, a San Francisco-based advertising agency, created the campaign.