National drive for Jet fuel

Fuel brand’s major marketing push to reach a new audience of younger motorists

A lit up Jet fuel forecourt station with a blue car sitting under the roofing. Two people with lightbulbs for heads sit in the car ready to drive off.
The Keep On Moving advert promises Jet’s ultra rapid EV charging service.

LEADING fuel brand Jet has been running an innovative marketing initiative aimed at younger consumers in recent weeks.

First launched in 2020, the return of the Keep on Moving campaign for 2023 has been running nationally for the first time as part of a six-week programme of activity.

The marketing strategy was launched with what Jet described as “two beautifully surreal films”.

Using visual metaphors including balloons and light bulbs, the films (entirely created in CGI) showed a blue convertible running out of fuel/charge before refuelling/recharging as it went past a Jet service station.

The forecourts outfit says the films reinforce an overriding ‘Keep on Moving’ message, to help all drivers on their journeys uninterrupted. The advertising push is the first promoting Jet Charge, the brand’s ultra-rapid electric vehicle service, that officially launched earlier this year.

Hot on the heels of the films has been an interactive on-site activation – Wheel Spins.

The new social media series follows a gameshow-style host (complete with on-brand yellow velvet jacket) around various Jet service stations, who invites customers to spin the wheel for prizes ranging from free fuel to vouchers and rubber dashboard ducks.

Jet has been aiming to target new audiences and a younger demographic with these initiatives and several other creative activations.

These have include influencer-led campaigns that continue to push the boundaries of traditional fuel brand-marketing activations, claims Jet.

Aine Corkery, UK brand marketing manager at Phillips 66 Limited, the firm behind Jet, said: “With this campaign, we really wanted to celebrate the joy of driving for all drivers, while at the same time demonstrating that the Jet brand is focused on helping people to Keep on Moving.

“And while this is an extension of the overriding ‘Keep on Moving’ message, we’ve taken a very different direction this time round. 

“We wanted to target a new generation of drivers by working with influencers who will take us to new territories and audiences, while capturing the essence of the Jet brand in a fun, surprising and quirky way.”