Phillips 66/Conoco: Conoco chooses Go with #MyHeroConoco

Conoco, an energy corporation, connected with US millennials and increased positive sentiment by creating a Manga series and a chance for its audience to interact with its favourite characters.

Campaign details

Brand: Phillips 66/Conoco Agency: Carmichael Lynch Relate

Situation

Conoco, a fuel brand with over 2,400 gas stations located primarily in Colorado and Montana, needed to reach a younger audience. Its target audience is a difficult one to engage: 18-to-24-year-olds, often paralyzed by their screens, who embrace couch culture more than IRL connections. They're often immune to marketing and not likely to engage with brands.

We worked with Conoco to reiterate that we still believe in going. In piling-in-the-car-with friends-ing. Not disconnecting, but reconnecting. Because we believe people were made to go. To fill up the...

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