upg
creative

CHALLENGE

UPG – Ukrainian petroleum group.


Perhaps, you have already driven to UPG on the way to Odessa and remember how the engine rumbles from their clean petrol? Or are you attracted by a good price for fuel and a tempting rate for high-quality burgers? Are you the sports-car driver who knows about the brand thanks to the high-octane UPG-100?

Yes, it's all about UPG.


Visitors knew about all benefits, loved UPG gas stations and advised everyone they knew to stop by.

However, this was not enough for national awareness.

It was necessary to be different from other green gas stations and turn an already great company into a great brand.

GET COMFORTABLE AND READ OUR STORY OF STORIES

Strategy

We asked drivers what they value most when visiting a gas station?

They said that all gas stations promise high-quality petrol and fair prices, delicious hot dogs, but it is difficult for them to understand why one gas station is better than another?

We came to the conclusion that we need to differentiate, because UPG has more worthy advantages. We were looking for something special, emotional, close both for the brand and for the driver who is already familiar with UPG.

HOW DID THEY MEET?

WHEN AND WHY DID THE STORY BETWEEN OUR DRIVERS AND UPG BEGIN?

The target audience of the brand is divided into two groups.


The first is older visitors who know how to count money, closely follow promotions and sales, adherents of the loyalty program. They independently monitor the condition of their car, know everything under their hood, distinguish the quality of fuel by the nature of the engine noise. They know that UPG clean petrol is imported without middleman, they value the number of fuel dispensers per gas station.

The second is young people for whom service, innovation and comfort are more important than money. They do not pay attention to the price of petrol, but will stop by for delicious coffee, dine with hot soup or a burger, or maybe oysters, refuel with a "hundredth", make purchases in a conveniently organized market. And then also tag the brand on their pages in gratitude for the good service and friendly staff.

WE DEFINED THAT UPG VISITORS BECOME REGULAR CUSTOMERS AND FANS OF THE BRAND FROM THE FIRST VISIT

Creative

Key message

We were looking for a gasoline context and a strong emotional response. The message was supposed to convey the idea that everyone who came to UPG for the first time would appreciate the mix of advantages of the gas station and remain a customer forever. Falling in love with the brand.

 Because...

UPG - 💚 at the first tank


💚 – is love and like!

And cool trendy emoji👌

Works for both youth and older drivers.

CAMPAIGN
HAVE YOU EVER THOUGHT WHAT UNITES UNKNOWN PEOPLE?

What unites a farmer, a cheerful red dog, a grandmother and drifter Max Miller?


They are united by paths to the green islands of UPG, where they quickly intersect for a moment and then each go about their own business. These meetings at the gas station unite their lives and influence their destinies even more than the heroes themselves expect. That is why we made the main character of the advertising campaign not a person, but a gas station.


Insights of drivers, their daily joys in simple things have formed a touching story.

PLAY

For the campaign, we launched a separate landing page that reveals all the benefits of the UPG gas station chain, which never ceases to amaze.

LANDING PAGE
DIGITAL

Why UPG petrol makes every engine fall in love with itself after the first refueling?

The main feature of the brand is that the chain of gas stations sells exclusively pure petrol without additives. Few people knew what the quality of UPG fuel was, although the brand speaks openly about this in all its media.

TO INFORM THE TARGET AUDIENCE ABOUT THE DIRECT FUEL ROAD, WE DEVELOPED A SEPARATE DIGITAL CAMPAIGN.

Ideas and sketches

Implementation

Unlike the category standard, we made an animated 3D promotional video.

Such visualization caused emotional smiles and encouraged viewers to watch the video until the very last heart.

PLAY

Outdoor advertising

Digital campaign

BRANDING

Along with the new positioning, key message and advertising campaigns, it's time to update the materials. We developed new packaging that clearly separated promotional materials from brand products. We also developed new packages for the Vivo Cafe cuisine menu, the pride of every UPG gas station, where, in addition to traditional snacks, there are cooking fresh dishes, a special blend of coffee, pastries, seasonal and lenten menus, real seafood and a large selection of burgers for every taste.

We have integrated updated designs and approach into promotional materials for digital outdoor campaigns.

At the end of 2021, we received the first results of the campaign, which showed that over the year the UPG brand has confidently entered the top three favorite gas stations in the country. Knowledge of the gas station chain among consumers increased from 7.1% to 35.3%.

*according to https://mmr.ua/

Clients positively accepted the new positioning and the message hit them right in the heart.

From the very beginning, we knew that the new message was so scaled that the brand could easily integrate it into any creative materials, talking about all UPG services with love.