June 5, 2024 -- The next phase of Ampol's brand journey – 'A to Anywhere' – has been launched to convey the ongoing evolution of the business and our role in customer journeys.
The 'A to Anywhere' campaign positions Ampol as being greater than the sum of its parts. From far and wide, Ampol continues to power the way of life for millions of customers, be it for fuel, convenience, electric vehicle charging or energy.
The creative is underpinned by Ampol's diverse portfolio of products and services and its integral role in supporting the ever-changing needs of customers. While Amplify Premium Fuels remains core to the business, so too does our retail convenience offering Ampol Foodary, our national electric vehicle charging AmpCharge network and at home electricity offer through Ampol Energy (currently exclusive to South-East Queensland).
"Wherever our customers start and end their journeys – Ampol is there providing energy mobility solutions through retail, fuel, EV charging and electricity solutions they need to keep moving – on the forecourt, on the road and at home," Chief Brand Officer Jenny O'Regan said.
"'A to Anywhere' speaks to the vital relationship between our people, customers, partners, and community, and recognises that each operates as part of a broader, connected ecosystem.
At a glance
- Company
- Ampol
- Location
- Australia
People
- Jenny O'ReganChief Brand Officer
- Stuart SmithGroup Account Director, Saatchi and Saatchi Australia
Products and programs
"For over 100 years, Ampol has supported Australian communities and we remain committed to powering their needs today while supporting their endeavours for tomorrow."
An ambition to be Australia's preferred transport energy provider is celebrated in the campaign through the depiction of Ampol taking you from 'A to Anywhere'.
"Evolving Ampol from a single product association to an overarching mobility energy business that encompasses a wide range of customer needs is the next step of our brand journey," O'Regan added.
"The 'A to Anywhere' campaign broadens the positioning of our brand in the hearts and minds of our customers and aims to inspire Australians to choose Ampol for all their energy needs."
The 'A to Anywhere' campaign was created by Saatchi & Saatchi Australia and launched on Broadcast Video on Demand in mid-May. Messages will be layered as the campaign is executed over the coming months, beginning with brand messaging, then celebrating Ampol’s fuel, convenience, energy and mobility solutions initiatives. The campaign is supported by an integrated media buy, via iProspect. The breadth includes BVOD, YouTube, outdoor, radio, online display and social media.
"As Ampol continues to grow their product offering, this new 'A to Anywhere' platform will deliver a clear message to Australians. Wherever your anywhere is, Ampol is here to help you get there," Saatchi and Saatchi Australia Group Account Director, Stuart Smith said.
Click here to watch Ampol's 'A to Anywhere' campaign.
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In brief
Ampol says it has launched “A to Anywhere,” a campaign intended to present the company as a provider of a broader range of mobility and energy services. The effort highlights its fuel, retail convenience, electric vehicle charging and electricity offerings, including Amplify Premium Fuels, Ampol Foodary, AmpCharge and Ampol Energy. Chief Brand Officer Jenny O’Regan said the campaign reflects connections among Ampol, its customers, partners, employees and communities. Created by Saatchi & Saatchi Australia, the campaign began on Broadcast Video on Demand in mid-May. Ampol says messaging will expand over the coming months to feature its fuel, convenience, energy and mobility initiatives. The media plan includes BVOD, YouTube, outdoor advertising, radio, online display and social media.
Key takeaways
- Ampol says the campaign presents its business as spanning fuel, convenience, EV charging and electricity.
- The campaign began on Broadcast Video on Demand in mid-May, with further messaging planned over the coming months.
- Saatchi & Saatchi Australia created the campaign, supported by an integrated media plan.
- Featured offers include Amplify Premium Fuels, Ampol Foodary, AmpCharge and Ampol Energy.
