Conoco Launches “Choose Go”

Conoco, a multinational energy corporation, launched its Choose Go campaign among millennials in the US by creating an anime-style content series based on insights into their interests and social conversations.

Situation

Conoco, a fuel brand with over 2,400 gas stations primarily located in Colorado and Montana, needed to reach a younger audience. Its target audience is a difficult one to engage: 18-to-2A-year-olds, often paralyzed by their screens, who embrace couch culture more than IRL connections. They're often immune to marketing and not likely to engage with brands.

They're living in a world that wants us to stay, not go. It wants us to sit, text, snap, tap, fav, yawn, curate, retweet. Repeat. Until our eyes dry out from the endless stream of #content. Until our necks get carpal tunnel. Why...

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