Fuel brand 76 has just revealed a new marketing campaign to attract young audience to the well-known brand.
Created in partnership with agency of record Carmichael Lynch, Jean and Gene’s Awesome Adventure Road Trip campaign consists of a series of videos telling the adventure of a young couple.
The story begins with a conversation about “internet shopping” and continues with Gene’s surprising news that he bought a Van. The couple then take an unexpected road trip fueled by 76.
Featuring improv actors, including spontaneous moments and popular social topics, 76’s new marketing campaign aims to touch the young audience and inspire them using a natural perspective. The fuel company also highlights that 76 is on the driver’s side and has been for over 80 years.
Carmichael Lynch Group Creative Director Josh Leutz, said:
#VanLife is a very real phenomenon playing out in social media — in culture — right now. It’s inspiring to people – leaving the daily grind and committing to this life on the road. That’s the thing we’re tapping into with Gene and Jean.
Bree Januhowski, 76 Brand Director, said:
Here at 76, we’re on the driver’s side and have been for over 80 years. As the campaign launches, we are excited to live vicariously through Jean and Gene and bring their adventures to life for our consumers
Here you can watch the videos covering everyday couple, Jean and Gene, are enjoying their adventure road trip in:
“Internet Shopping” – Meet Jean and Gene, people who were just like us until a fateful night on the Internet started an adventure they would never forget. Because they are still on it.
“Knolling” – When you take an epic road trip you’re going to take a lot of pictures. Pictures that may take hours to capture.
“Valencia” – Choosing the right filter is as important as taking the right picture. And posting the right picture is the most important part of van life. You know, besides living in a van.
“Surfing” – The best part about van life is getting to explore and try new things, like surfing. Gene’s favorite part about surfing is when it’s over.
“Van Life” – Vacation is temporary but van life is forever.
“Tire” – Changing a tire is an art. And unfortunately, not everyone is good at art. Just ask Jean and Gene.
Directed by award-winning director Matt Lenski, the 15-and-30 second spots will air online and in broadcast in the Los Angeles and Seattle markets. The campaign also includes digital, paid social, radio, and out-of-home elements.
Fuel brand 76 is one of the brands who understood the importance of keeping up with ever-changing social trends followed by the young generation and the company has already created a short video series full of slices of daily social lives to catch their interest.