ARCO Case Study
How we lifted ARCO’s NPS score by 21 points.
Suffering the misconception of “watered-down gas,” ARCO’s brand image was in dire need of a rebrand.
Being in a low interest category, gasoline companies have become hyper clinical with their marketing, using complex verbiage and engineering demonstrations. We saw an opportunity to disrupt the market by using a humorous, friendly tone of voice and designed an attention-grabbing and ownable look and feel across all platforms. The visual consistency helped establish a quality and clean perception.
We completely overhauled ARCO’s website, featuring photography of the new ARCO luminate stations, and also created a series of fun social themes for ARCO’s Facebook page.
Website redesigned using a modular layout. Providing the ability to quickly swap out content without needing recode the whole website. The main image also changes according to the time of day. Check it out here ARCO.com
Knowing that the majority of our target audience consumed media on digital and mobile platforms, we created a series of mini social campaigns. Even though building affinity toward a gasoline company on social media can be tough, our efforts were successful and a fan base began to grow.
ARCO man and the Red Spark
We noticed Alfredo posting selfies on ARCO's Facebook page. He was always filling up his truck, commenting on how much he loved ARCO's low prices. We wanted to reward him for being such a big fan, so we did a bit of light stalking and learned that there's much more to Alfredo than his love of ARCO gas.
3D printed car
When we discovered Cabel's tweet having some fun with an out dated graphic on one of ARCO's gas pumps, we decided to have a car 3D-printed for him as a gift.
Tales from the Pump
A series of short stories that featured finger puppets.
ARCO Dream
This all coincided with TV campaigns throughout the years which highlighted the many benefits of TOP TIER gas.
Password hint* a 4 letter word that starts with “AR” and ends with “CO”
All of our efforts have paid off tremendously. ARCO’s brand perception is now on par with the best in the category, even during times when gas prices were less of a differentiation
We hit all of our goals of establishing a quality brand image while maintaining a lower price proposition, but the most significant result was ARCO’s expansion to Mexico and Northern Great Plains.
