Overview

What do people really want from a loyalty rewards program – counting points and saving up for a free burrito every six months? What if they could do something truly unforgettable instead? Coming into 2024, Petro-Canada wanted to both reward and grow its already substantial (4M+) Petro-Points member base with a unique year-long campaign.

Challenge

Loyalty marketing has many challenges associated with it, with customer expectations/scepticism and differentiation from competitors chief among them. What ultimately became the “Fuelling Memories” campaign taps into Petro-Canada’s mission to fuel Canadians on their life’s journey by rewarding two winners every month with $10,000 to pursue a once-in-a-lifetime adventure. This was carefully chosen to both stand apart from the ‘standard’ loyalty program offering without the cost outweighing the benefit.

Insight

We devised a year-long deployment plan starting in December 2023, targeting digital and online platforms, social media engagement, and in-person marketing at Petro-Canada locations. The creative concept was designed to evolve throughout the year, matching holidays and seasons as they came, and engaging audiences through consistent outreach.

Results

To date (September 2024), this has triggered compounding results with momentum steadily building month by month. Particular highlights have been micro-campaigns focused around holidays, resulting in regular spikes in interest and participation.