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Re-energising Pumped with ‘Pumped People’

Case Study Z Energy

Pumped launched in 2019, but we needed to boost awareness of the programme and attribution to Z and Caltex. Considering fuel rewards are the single most important reason people choose where to fuel up, how could we re-energise the Pumped brand to become the no.1 fuel rewards programme in NZ?

Whereas AA Smartfuel holds a singular focus on earning fuel discounts, Pumped gives everyone in New Zealand the ability to combine petrol discounts and earn Flybuys and Airpoints rewards. This was our key point of difference – and formed the basis of our response.

Our solution?

Pumped gives you more. 

We worked closely with the team at Z to create ‘Pumped People’, a distinctive new brand campaign that features a diverse cast of eleven 3D-animated characters from across New Zealand, all of whom are enjoying the benefits of getting ‘more’ with Pumped. The campaign was launched on TV, radio, OOH, digital, social channels and eDMs, as well as across the full range of POP and Z & Caltex owned assets. 

Digital Adshels


Social polls



By the numbers

  • 11 x characters created
  • 3 x TVCs
  • 1 x radio ad
  • 8 x social videos
  • 12 x social statics
  • 12 x HTML display banners
  • And (what felt like) 1,000,000 x point-of-sale elements!

Want to find out more about the campaign?

Read up on Healthy by Sovereign here