FleetPro &
Smart Card+
The Smart Card+ is an upgraded version of the previous Smart Card, offering consumers greater savings and in-store offerings. The FleetPro card is a universally accepted payment card that gives fleet owners an easy way to manage their driver’s purchasing while getting competitive fuel prices and rewards for drivers.
As both new cards were launched (at separate times), they required a combination of on-site station advertisements, printed materials, and digital activations to help with campaign promotion across US and Canada station locations.
Knowing that gas stations are often notorious for being visual circuses and the viewers would have a short attention window, we wanted to make sure SmartCard+ could stand out as much as possible amongst the noise. Visually, our campaign focused on the card as the hero. We designed a series of 3D renderings of the card in minimalist scenarios to further focus attention on the card, while boosting copy size for maximum readability and short headlines that capitalized on the “Smart” aspects of the program.
SmartCard +
The FleetPro campaign focused on using darker tones in the primary palette to give the impression of a premium product that also ties nicely with the black of the card. We created a map texture throughout with illuminated beacons to be indicative of the view that a fleet owner might envision while managing their fleet - just as using FleetPro gives you a bird’s eye view of everything that goes on with your drivers purchases.
