Growth Energy launches
the Green American Road Trip
The modern day Great American Road Trip goes green with Shawn Johnson and the East family
As part of their Get Biofuel initiative, Growth Energy wanted to change consumer behavior at the pump—encouraging the switch from Regular Unleaded to Unleaded 88, a higher blend of biofuel. But with most drivers on autopilot when it comes to fuel purchase, they needed to inspire consumers to make a greener, cleaner choice.
Our research showed us that millennial moms, the largest fuel-purchasing segment, wanted to make greener choices...but only if easy to do. We also found that 83% of millennials wanted to take a road trip this year. From those insights, we launched the Green American Road Trip with planet-conscious, millennial influencers, The East Family, kicking off the campaign with a video designed to build excitement for the trip with their fans.
A small change at the pump can lead to a big impact for the planet
The Green American Road Trip launch video played a critical role for the campaign. By showing Shawn and Andrew packing up the car and getting their kids settled and ready, we tapped into the nostalgia of family road trips and making those memories that last a lifetime. We established the idea that even for this busy family, making a greener, more sustainable choice at the pump to Unleaded 88 couldn’t be easier, particularly with pre-built road trip routes and Growth Energy’s biofuel finder, which shows all gas stations that carry Unleaded 88 along our (or any) road trip routes.
"This is probably one of my most favorite partnerships we've done because of everything they stand for and just greener, cleaner air. Get Biofuel, thank you so much for partnering with us, I love your entire initiative and campaign."
