Results over 12 months
- views across Google and Meta
- 78,856,519
- new member sign-ups
- 18,358
- winners, 24 adventures funded
- 24
Context
Petro-Points already had over 4 million members. In 2024 the goal was to grow that base and raise awareness, in a category where rewards usually feel small and interchangeable, and where people tend to distrust contests.
The idea
Instead of points toward a free coffee, Fuelling Memories gave two members $10,000 every month to go on an adventure of their choice. The campaign ran all year, and the creative changed with each holiday and season to keep people coming back.
My role
The campaign concept was developed by WJ. I designed and animated the social and email work across the full year, concepted seven of the campaign pieces, and produced the results video.
Social & motion
Every month needed a fresh reason to enter. Seasonal micro-campaigns kept the system recognizable while giving it something new each time, and they drove regular spikes in participation. Most videos used one of two formats: a setup and payoff that put an everyday seasonal pleasure next to the prize, or an opening that went straight to the $10,000.
Pieces I concepted
I concepted seven pieces across the year. Each one gave a single holiday its own idea while keeping one rule: the message lives inside the scene, never pasted on top.
- Fête nationale (Québec): A French-language piece made for Quebec’s biggest holiday, so the campaign spoke to the province in its own language and on its own day. Under fleur-de-lis bunting, an illustrated cook lifts a “Bonne Saint-Jean!” sign as confetti falls over the city skyline, the only illustrated piece in the campaign.
- Civic Holiday: “A relaxing long weekend is nice…” over a couple yawning on the couch, then a cut to the open road: “…but it’s even better with an extra $10,000.” The only piece that ties the prize back to the drive.
- Thanksgiving: A slow pan across a pumpkin spice table, then bags of cash drop in: “Sure, pumpkin spice is great… but $10,000 is even better.”
- Halloween: Three jack-o’-lanterns light up one by one: “You could” / “Win” / “$10,000.” The line “All treats. No tricks.” speaks to contest scepticism.
- Christmas: A snowy cabin where the snow turns out to be $100 bills, then the camera pulls back to reveal it’s all inside a Fuelling Memories snow globe.
- The Winners’ Vault (final draw): A vault opens onto a wall of gold stars, one for every winner, with two trophies left standing. Social proof and urgency in a single image.
- Money Rain (retargeting): A counter rolls up to “10,000 reasons to join Petro-Points,” then a rain of $100 bills wipes to the call to action. Built short and direct to convert viewers into members.
Email carried the campaign straight to Petro-Points members, announcing the contest and keeping them engaged through the year. Beyond this campaign, I ran Petro-Canada’s email marketing for two years alongside another designer (more emails).
