Iowa Corn “Pump It Up” Campaign Increases Consumer Awareness of Ethanol Benefits
The Work
Filling up with gas is mundane. We make it anything but that. An engaging, fully integrated awareness campaign pumps up Iowa consumers about the benefits of ethanol, and why they should choose Unleaded 88 at the pump.
The Challenge
In a state where 52% of the corn is processed into ethanol, fuel preference is a primary focus for Iowa Corn. And yet, filling up with gas is one of life’s necessities most consumers try not to think too much about. At a minimum, there really isn’t anything exciting about it. Beyond that, there can be confusion around all the fuel options and naming, resulting in a lack of confidence at the pump.
Approach
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Creative Spark:
Pump it Up transformed an everyday gas stop into an energetic campaign with bold colors, vibrant visuals, and eye-catching typography designed to stand out.
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Media Launch:
The campaign debuted statewide during Iowa Corn’s sponsorship of the first-ever Iowa NASCAR Cup Series, supported by TV, streaming, social, audio, and display ads.
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Game Day:
A second wave of creative launched around the Iowa Corn Cy-Hawk Series football game with in-stadium activations, dance performances, and season-long social and TV support.
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NIL Partnership:
NIL partnerships with #88 players from both rival schools added authentic social content and extended the campaign’s reach with fans.
Cy-Hawk Spotlight
One thing Cyclones and Hawkeyes can both agree on – the hype around Unleaded 88. Leading up to the Iowa Corn Cy-Hawk series, we developed additional TV and audio spots as well as a social media campaign featuring super fans from each of the schools.
Landing Page
Search engine optimized webpage hosting content and resources to learn more about ethanol and find gas stations that offer Unleaded 88.
Streaming
Video and audio spots aired on streaming platforms such as Hulu, Amazon Prime, YouTube TV, Spotify, Disney, ESPN and iHeart
Results
Pump it Up with Unleaded 88 was an integrated consumer education campaign that created awareness of the benefits of ethanol to help consumers overcome barriers to purchasing.
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7.6 MILLIONdigital impressions
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600K+social media engagements
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8,000website clicks from social media channels
