The Campaign

To launch the first 100% electric car into Australia, we decided to highlight the fact that petrol could soon be a thing of the past. Our idea was to present a thought-provoking question; In a world without petrol, what do we do with the pumps? We took over 40 recycled petrol pumps and transformed them into everyday items such as a fish tank, gumball dispenser, coffee machine, water fountain, bubble blower, grandfather clock, arcade game and a bird feeder covered in birdseed, to name a few. Then invited people to interact with them.

Success of the Campaign

Over 12 million people viewed via Facebook sharing. Over 100 pieces of editorial generated. 100% of coverage included brand mentions (90% included imagery). Over 17 million impressions via online media stories. Invited to exhibit the recycled pumps at the National Gallery of Victoria, Australia’s largest public art museum.

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

First, we organised and toured a massive 4-day exhibition of the recycled pumps in prominent public spaces in Sydney and Melbourne. The public were then encouraged to go online to vote for their favourite petrol pump via individual QR codes. They were then taken to ZeroPetrol.com.au, The launch activation was also setup on Facebook, YouTube, Pinterest, Flickr and Twitter, along with a host of paid and earned media touch points.