This campaign sought to employ on-the-go media, reflecting the 76 brand experience of being on the move. Research indicated that mobile technology brought more utility and scale as a channel for creative. 30% of the total media budget was moved into OOH and mobile to reach the target audience prior to their point of purchase. The mobile executions were customized to each platform, contextually and behaviorally. E.g. on Waze, map pins indicated the location of the nearest 76 station while banners targeted by life-stage and behavior (via Verve and ThinkNear) took the user to branded credit cards offers.

In proximity to 76 gas stations, the Waze app would give the driver the options to re-route to the nearest 76 station. High-impact takeover placements leveraging home-work route targeting ran in conjunction with pin-drops and zero-speed takeovers. Thinknear & Verve Technology allowed for location based targeting. Millennials with specific behaviors in specific locations were able to be reached. Dynamic creative showcased the distance to their nearest station. Yelp was partnered with to target Millennials who were actively seeking new hot spots and activities, including map placement and display banners. Optimized placements from Monday to Thursday promoted highest site engagement. This significant campaign of over 200MM mobile impressions on the West Coast of the USA ran from April 2015 through October 2015.

The breakthrough performance during the 6 month flight produced 200MM impressions on the West Coast and created new benchmarks that drove awareness of 76. The Sponsored Search placements received the highest volume of “clicks-to-drive,” accounting for 90% of the navigation volume. More than 85% of the pins were delivered within 6 miles of the gas stations. The Thinknear activation not only drove users to the stations, but to branded sites, and Facebook & Twitter pages. Competitor users made up the highest performing segment. Yelp drove brand awareness, delivering more than 20MM impressions. The Yelp App, as an on- the-go utility, proved to be a valuable partner to 76.