Extra Mile - "Chevron Extra Mile"

Re:Group

Re:Group Ann Arbor, United States

2218

Title	Chevron Extra Mile
Agency	Re:Group
Campaign	Chevron Extra Mile
Advertiser	Chevron Corporation
Brand	Extra Mile
Posted	January 2007
Product	Retail C Stores
Business Sector	Drugstores, Specialty Stores
Story	Issue: Independent entrepreneurs need to be convinced of the value of franchising. Insight: Chevron has taken the c-store offer to a new level. INSPIRATION: Theres a subset of heavy users that Chevron can help capture. Execution: Go the ExtraMile≈
Philosophy	re:group leveraged the power of Chevron and consumer response to the new c-store concept to create the materials to secure UFOC approval and sell in the program to dealers in California and Washington.
Problem	Chevron, the leader in quality petroleum products, was in the process of developing a franchise convenience store offering. They asked re:group to help them define the structure of their franchise advertising program and develop the marketing materials to sell in this franchise program to their existing dealer network. These already successful independent dealers would have to be convinced that conversion to a franchise would be more beneficial than the independence and profitability they were already enjoying.
Result	re:group provided: Positioning Strategy Collateral Promotional Videos Sales Materials Franchise Advertising Guidelines Ad Council Structure and Bylaws.
Media Type	Television
Market	Americas, United States
Art Director	Kellie Bambach
Creative Director	Kyle Felix
Executive Creative Director	Rhonda Huie