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AUCKLAND, Today: Westhaven full-service indie agency Chemistry and Z Energy have launched a distinctive new brand campaign, It’s about more for you, for Pumped, Z’s customer fuel and rewards loyalty programme.

The campaign features a diverse cast of eleven characters from across New Zealand, created by Cirkus Animation.

Pumped offers both Z and Caltex customers an everyday fuel discount, weekly “Super Pumped” fuel discounts as well as rewards through both the Flybuys and Airpoints programmes. 

The programme was initially launched across both Z and Caltex 13 months ago, when Caltex left the AA Smartfuel network. At launch, communications were focussed on creating awareness that Pumped was available at Caltex.

Chemistry’s challenge was to re-elevate the Pumped brand in the market, so customers genuinely understood the benefits and how to engage with the programme, regardless of whether they refuelled at Z or Caltex.

“We look forward to seeing the country painted purple!”

Rodney Wallace, Z Energy’s senior marketing manager – brand & loyalty, said: “We wanted to bring Pumped to life in a way that portrays New Zealand’s diversity, ensuring Pumped resonates with Z and Caltex’s customers.

“The team are stoked with the end result and we look forward to seeing the country painted purple.”

Chemistry senior art director Greg Wylie said, “It’s about more for you was born from a genuine belief that Pumped offers more fuel discounts and rewards than any other rewards programme.

“The team at Cirkus created a range of amazing 3D characters from scratch and the final product really complements both the Z and Caltex brand voices.”

The campaign will be running across TV, radio, OOH, digital, social, customer comms, in-store and on Caltex and Z forecourts.


Agency: Chemistry
Creative Directors: Pat Murphy and Susan Young
Senior Art Director: Greg Wylie
Copywriter: Amelia Petrovich
Managing Partner: Penny Wolhuter
Account Director: Craig Harrison
Senior Account Manager: Roshani Mehta
Creative Ninja: Paolo Alinea
Client: Z Energy: Rodney Wallace, Julie Malcolm, Ellie Trotter, Sarah Wong, Charleen Raju, Zoe Renwick-Kay, Ellie Kelman, Alex Coogan-Reeves
Media: MBM
Animation: Cirkus
Sound: Liquid

About Chemistry
Chemistry is one of NZ’s most awarded indies, working with some of New Zealand’s best-loved brands. Chemistry is on a mission to fill in the gaps clients find in traditional agencies – by providing joined up thinking between brand, customer experience and technology. It’s a unique approach that gives clients an unfair advantage over their competitors.

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