In Sweden, there are many gas stations to choose from when on the road. Besides gas, basically every Swede expects to be able to buy coffee, snacks and food at these stations, to such a degree that the marketing campaigns of the competitors often focus heavily on promoting these services. St1, meanwhile, is an unmanned station, carrying none of these extra services. Instead of excusing this shortcoming, we've made it into the brand's most unique selling point.

To fully get the awkwardness to break through the TV screen everything had to feel completely natural in this commercial. Therefore, we decided to go into this casting process with a slightly different approach than normal. Instead of skilled professionals we looked for people/characters with a comedic timing that not even they themselves really knew of. The next most important thing was to find the right chemistry between the characters. Each and every one played an integral part in making the plot stand out. After all, it's a commercial that has nothing to say.

In a time where gas prices left people distraught we used humor and honesty to poke fun at competitors and connect with our target audience. The campaign observation reached 56% which is all time high for the Nordic energy company St1.

Despite a significantly smaller media spend than our main competitors the campaign had a powerful impact on the overall brand perception.

Brand awareness reached 42% after the campaign.

13 percentage points higher than benchmark within the sector.

Brand liking reached 51% after the campaign.

14 percentage points higher than benchmark within the sector.