Palmer Gas & Oil

Friendly, simple and safe energy

01.

The Need

As a leading gas and oil company in a market where competitors were only focusing on the appearance of their trucks, Palmer Gas & Oil wanted to put their energy (pun very much intended) in the right place. That meant partnering with 36creative to take their seasonal promotions and company events to the next level, while also helping them stand out from the crowd.

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02.

The Approach

Aside from the real, genuine care that Palmer employees have for their customers, the internal team has a great sense of humor. We knew we could use their obvious warmth (okay, okay, we’re done) as a differentiator, so we created a strategy around how to leverage the brand’s shining personality. By learning about the different types of people that they would be speaking to (whether it was a homeowner, a builder, or a realtor) we were able to fully understand the challenges Palmer was facing and how to tackle them.

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03.

The Solution

36 started by producing a number of humorous, quirky print pieces aimed at grabbing the attention of the viewer, without compromising the family-friendly brand vibe. We also helped plan annual, family-friendly customer appreciation events with food, activities, and prizes galore. Most importantly, we produced four commercials (two in the Spring/Summer of 2018 and two in the Fall/Winter of 2019) which featured a lovable character named Robbie who became Palmer’s corporate mascot. From video concepting and storyboarding to script writing and art direction, we evolved Robbie into a nerdy but endearing beacon for the brand who’s always looking to make new friends.

 

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