Feisty Unocal 76 takes on the big buys in new 'We Get It' ad campaign
BREA, Calif., Jan. 3, 1996 -- Are you tired of ads about additives? Are talking cars leaving you speechless? Do dancing pumps spin you the wrong way?
If so, you're not alone, according to Unocal 76's brand advertising campaign debuting today throughout Southern California. The campaign pokes fun at competitors while focusing on customer service, defying the conventional wisdom that gasoline performance drives sales.
Dubbed "We Get It," the television and radio spots developed by advertising firm TWBA Chiat/Day emphasize the "little things" that customers want from a service station -- things like squeegees and soapy water on every service island; plenty of paper towels; and clean, well- stocked restrooms.
"We talked to consumers, and we learned that gasoline is not a primary factor in choosing a service station," said Cindy Hearn, marketing director for Unocal 76. "We get it -- people don't care about dancing pumps or cartoon cars that talk about arcane gasoline technology, they want the little things that make their experience at the station as efficient, as quick, and as pleasant as possible."
The research included conducting six focus groups with two target audiences: Regular Unocal 76 users and consumers who use another brand of gasoline most often. Focus group participants were asked to share their feelings about their service station experiences. They created picture collages of words and images related to service, and drew "thought bubbles" filled with their ideas about what service at a gasoline station meant to them.
Participants agreed that "gas is gas," and instead concentrated on "the little things that matter" to them, helping form the basis for the "We Get It" brand advertising campaign.
Lawrence H. Higby, president of Unocal's 76 Products Company, said the campaign is not a promotion, but rather a new way of doing business that helps get customers in and out of the service station efficiently with the minimum amount of inconvenience -- all while providing them the many "little things" that add up to reliable, quality service.
"We are making a long-term commitment to consumers," Higby said. "The 76 ball has always stood for gasoline quality, and now it will become a symbol for guaranteed good service, too."
Every Unocal dealer has been asked to sign a pledge to commit to this new way of doing business. Point-of-purchase materials at each service station will reinforce this commitment to customers.
76 Products Company is the marketing, refining, product supply and transportation unit of Unocal Corporation. 76 Products Company has 1,400 branded Unocal 76 service stations throughout the West and operates three California refineries with a crude oil processing capacity of 250,000 barrels per day.
Updated: January 1996