Change the brand. Keep the loyalty.
Client
/
Speedway
Situation
Speedway was growing. And fast.
The gas and convenience store chain had acquired over 1,000 new locations. And most of them were in markets their brand had never been before. Most notably in Minneapolis, where Speedway was replacing the beloved SuperAmerica chain.
They wanted to keep the customer loyalty, while changing the brand. That’s where we came in. We helped Minnesotans get to know—and love—Speedway with a six-month introduction campaign.
Metrics
Approach
We reached locals by going local.
We worked closely with our creative team to develop a simple, effective campaign. One with a fitting name: SuperAmerica is Now Speedway. Then, we got the message out everywhere across Minneapolis in every way imaginable.
Out of home. Broadcast TV. Radio. Streaming audio. Programmatic display. Paid social. And more. We even partnered with local DJs, news anchors, local broadcast affiliate sports desks, and traffic/weather reports to build positive associations. Wherever you looked, there we were.
Results
We changed a beloved brand, without losing the love.
Going all out paid off. In just six months, we delivered over 220 million impressions. A brand study showed 54% unaided awareness and 92% aided awareness, more than double industry benchmarks.