“On the Road to the Future”. A long-term partnership that helped one of the world’s best-known brands move from a fuel stop to a food destination – resulting in increased brand equity and market share in Sweden.
Circle K is known for quality products and great customer service. Together we have made a four year “growth journey”, substantially increasing the power in Brand Equity and market shares. The long term project has involved everything from strategy and brand campaigns to tactical marketing, PR, InStore and activation on TikTok, Instagram and other social platforms. Our assignment spans concept, design, film and art direction, delivered as full 360 across social, print and everything in between.
At the heart of it all is the overall concept we developed: På väg mot framtiden – On the Road to the Future. It captures a brand that is electrifying Sweden, simplifying everyday life and becoming the natural choice for food on the road, all at once. On the Road Again is the music that carries the concept through every part of the growth journey, from TV and radio to online video and social.
Along the road we have worked on three things at once: making life easier, driving Sweden towards electric, and turning every stop into a food destination. Easy is Circle K’s key word, and it shows in campaigns like “Blip the Car”, where everything else feels painfully slow once you’ve tried paying in the Circle K app. The electric future has been brought to life in various campaigns, one example is where everyone who filled up could win a brand-new electric car, shot with static electricity in hair on women, men, kids and dogs. And the food, from Sweden’s best hot dog menu to fresh salads and award-winning coffee, has become a destination of its own. And with campaigns like “Fill Up and Win”, where the prizes ranged from trips to Gröna Lund and Kolmården to hotel nights in a bathrobe and a ski trip to the Swedish mountains, every stop has become something to look forward to.
And the road keeps going. Circle K’s goal is to become the leader in fast food, so we teamed up with popular kebab brand Schyst Käk. Overnight, Circle K became the biggest kebab chain in Sweden. Sales more than tripled the targets in the first week, and many stations sold out.
