Situation

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.

Objective

Increase consumer understanding and awareness of the benefits of ethanol and overcome current barriers to purchase.

Approach

Filling up with gas can be, well, boring. This campaign needed to be anything but that. From a vibrant color scheme to bold font selections, the Pump it Up creative set the stage for this memorable campaign.
• Original music brings energy and excitement.
• The campaign kicks off with advertising spots broadcasting statewide during Iowa Corn’s sponsorship of the first-ever Iowa NASCAR Cup Series, plus a mix of display, social media, streaming TV and audio advertising.
• A second wave with new video assets leads up to and during the Iowa Corn Cy-Hawk Series football game, along with in-stadium activations featuring the Pump it Up music and a routine from the university’s dance team. Individual school TV spots and social media ads continue through the season.
• We couldn’t pass up an NIL deal with #88 players on both sides of the rivalry for additional social content.

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.