In a market where everyone has a rewards program, we wanted to make sure ARCO’s broke through the clutter in a way that felt unmistakably ARCO. To do this, we didn’t just promote their loyalty program — we gave it personality, with the help of Hanna the Dashboard Hula Girl, the beloved ARCO “spokesdoll.”

Enter the ARCO Rewards Center: a high-tech hub hidden inside every gas pump, where a team of Hannas (yes, multiple Hannas) works around the clock to deliver great quality gas — and even greater savings — with ARCO Rewards.

To extend the world of the Rewards Center beyond TV, we created a series of social-first videos inspired by trending formats — including one where Hanna hilariously debunks a wildly wrong myth about how gas pumps work.

Finally, we reinforced the message of ARCO Rewards and quality gas at a great price, with OOH and POP that connected with customers on the road and at the pump. Each element of the campaign works together to raise awareness of ARCO’s value and carve out a distinct space for ARCO Rewards in a crowded category.