Giving South Dakota drivers permission to go ahead and get the cheap gas.
Market Research, Campaign Development, Integrated Media Planning, Photography & Cinematography, Motion Graphics & Animation, Web Development, UX/UI Design, Public Relations
What drives South Dakota? SD Corn knew the benefits of ethanol better than anybody, but they needed to know which of those benefits would motivate drivers to fill up on ethanol blends. Our research showed that price was the primary driver of decision-making at the pump. Since an ethanol blend would always be the lowest available price, this insight was more than enough to fuel our campaign.
Hey, it’s okay to go low. Drivers said they wanted to spend less on gas, but only a few were living this truth at the pump. Too many others were still buying pricey gas. To help them kick the spending habit, and pick affordable ethanol blends instead, we developed a campaign that made them feel good about getting the cheap gas.
Lower than low. We worked with SD Corn and Kwik Star on a co-branded celebration of Unleaded 88, South Dakota’s most common ethanol blend. On March 29, the 88th day of the year, Unleaded 88 would cost the lower-than-lower price of $1.88 a gallon. The party partnership proved to be so popular that sales of Unleaded 88 multiplied more than sixfold on Unleaded 88 Day.
