Aral - 100 Years of Aral
By blending nostalgia with modernity, Aral effectively showcased its adaptability over the past century. The campaign not only paid homage to its legacy but also underscored its commitment to meeting contemporary consumer needs, positioning itself as a forward-thinking brand in the evolving mobility landscape.
The centerpiece of the campaign was the reimagined "Walking" commercial. In the original 1992 version, a man walked miles with an Aral gas can, bypassing competitors to reach an Aral station. The 2024 rendition featured diverse individuals going the extra mile for various Aral services, such as fresh coffee, groceries, and electric vehicle charging, set to a modern cover of Fats Domino's "I'm Walkin'."
- Long-standing customers familiar with Aral's history.
- Younger, eco-conscious consumers interested in sustainable mobility solutions.
- Urban professionals seeking convenient on-the-go services like quick shopping and quality food options.
TARGET AUDIENCE
About the
Campaign -
By blending nostalgia with modernity, Aral effectively showcased its adaptability over the past century. The campaign not only paid homage to its legacy but also underscored its commitment to meeting contemporary consumer needs, positioning itself as a forward-thinking brand in the evolving mobility landscape.
Core Theme of the Campaign -
1. Celebrating a Milestone: Aral marked its 100th anniversary, reflecting on a century of innovation since introducing the world's first premium fuel in 1924.
2. Modernized Classic Commercial: The campaign revitalized the beloved 1992 "Walking" commercial, connecting past branding efforts with present-day services.
3. Expanded Services: Showcased Aral's evolution into a mobility hub, offering ultra-fast EV charging under the Aral pulse brand and integrating REWE To Go stores for convenient shopping.
4. Sustainability Focus: Emphasized commitment to sustainable mobility solutions, aligning with global environmental trends and consumer preferences.
5. Multi-Channel Engagement: Leveraged various platforms, including television, digital media, and in-station promotions, to reach a diverse audience effectively.
6. Collaborative Promotions: Partnered with brands like Carrera Toys to offer customers engaging promotions, enhancing brand interaction and loyalty.
7. Customer-Centric Approach: Focused on making everyday life easier for customers by providing a one-stop shopping experience, reinforcing Aral's relevance in daily mobility needs.
8. Future-Oriented Vision: Highlighted plans to further expand services, including the ultra-fast charging network and REWE To Go offerings, demonstrating a commitment to adapting to future mobility trends.