Illinois Corn “Call Your Dad” Video Campaign Drives Ethanol Awareness
The Work
Preserving ethanol market share is a key focus for IL Corn, but consumers lack confidence about available fuel choices. Eighty percent of consumers nationwide are unaware that most gas today contains some ethanol; they’re worried about engine safety and higher ethanol blends; and like other purchases, price trumps all. Record-setting gas prices in 2022 create a unique opportunity to educate consumers on the many benefits of filling up with ethanol.
Approach
Reach Chicago area consumers (ages 25-45) and educate them about the economic, environmental and engine safety advantages of choosing ethanol at the gas pump.
“When in doubt, call your dad” is the creative approach to this video ad, which features a daughter seeking the advice of her dad about filling up with the higher blended ethanol gas option, Unleaded 88.
Tactical executions are delivered via passive and active media channels including CTV/streaming TV, out-of-home (OOH) streaming and pre-roll website ads, GasBuddy app, YouTube, and social media.
The campaign positions Unleaded 88/E15 as a lower cost alternative with added environmental benefits.
Turning Fuel Questions Into Conversation
The broadcast spot brought the “Call Your Dad” campaign to life through relatable storytelling, helping answer common questions about ethanol without making the message feel overly technical. The creative gave consumers an easy entry point into understanding Unleaded 88 and the benefits of choosing ethanol at the pump.
Reaching Drivers Across the Journey
A dedicated webpage on the Illinois Farm Families® website educates consumers about renewable ethanol and the positive impact corn has on sustainability and our world.
The campaign included radio advertising during peak commute times, Gas Buddy app advertising, streaming audio, TV advertising and social media promotion to share the same messages through multiple channels.
Results
The multichannel campaign brought the ethanol message to consumers at scale, combining approachable education with targeted media.
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6.6M+impressions
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900K+social media impressions
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150K+social media engagements
