Challenge launches value campaign via Bettle–Associates

Challenge Fuel and long-term agency partner Bettle–Associates have launched a new campaign this month. The campaign is a timely one to connect with cost-conscious Kiwis.

The film and supporting media present Challenge’s ‘My Challenge’ loyalty programme as a simpler way to save in the context of other novel ways people have been tightening their belts during these tough economic times.

“We keep a very close eye on the brand health and customer purchase intent,” says Bettle–Associates’ Will Peart. “And while the brand is generally in good shape, we identified the need to focus on better conversion from consideration to usage, and we saw that value perceptions were standing in our way.”

“The work for the past couple of years has been to continue to build the brand, and we’ve had great signs of that growth. So we’re in a good space to make tactical decisions to meet Kiwi fuel buyers where they’re at,” says Challenge Fuel Marketing Manager, Cathy Cottle. “By leveraging the significant discounts on offer through My Challenge, we can offer good savings and build stronger value-related associations,” says Cottle. “And so the team has kept it simple and injected some fun into it”.

Client: Challenge Fuel NZ
Marketing Manager: Cathy Cottle
Agency: Bettle–Associates
Brand strategy: Livio Godinich, Will Peart Creative Direction: Tom Knighton, Adam Lurman Client Service Lead: Simone Baird
Production Company: Reel Factory
Director: Andy Morton

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