Chermine Assadian Global Creative Lead

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There are over a million disabled drivers in the UK, who hugely value their independence in being able to drive and get around. The free FuelService app allows drivers to search, book a slot and alert staff when they arrive, so they can get assistance filling up, checking air in their tyres or shopping without having to get out of their cars.   

The brief wasn’t just to get more people to download and use the app.  It aimed to foster a deeper understanding and recognition that FuelService users are individuals who, like everyone else, aspire to live full and active lives, needing only a little support along the way. Our primary objective was to create an emotionally resonant campaign that would significantly raise awareness of the FuelService app among potential users, petrol station staff, and the broader driving community, championing the app's core ethos of empowering people to Move Forward with confidence.

It was important to understand what driving means to disabled app users, and how they want to be seen, so we spoke at length to the app’s founder, who founded the app after he became disabled. We also spoke at length to many other people with disabilities as we went through the casting process to find the right story, one which would inspire, but didn’t shy away from showing reality. At the heart of the strategy was the insight that when you can’t fill your petrol tank, there are so many things you can’t do. 

Our audience was people with any form of disability that makes filling up with petrol a challenge. Armed forces veterans, people with physical disabilities, or people with medical conditions (like going through chemo, or arthritis).  Plus, the wider service station staff and other people on the road who are not always patient with disabled drivers. 

The campaign has received extremely positive feedback. Most importantly, it has resonated powerfully with the disabled community, with feedback on social such as “this is so important for wheelchair users”.

In terms of engagement, the campaign has so far generated 1.4m views, well above norms given the small budget, and over a quarter of people stayed to view the entire 6-minute film, which shows the incredibly high engagement with the content.

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