In South Australia, it seems like almost every corner has an OTR. The largest private employer in SA, their business model is so successful that in 2023, Viva Energy announced they would acquire OTR and expand it nationally.
In preparation, OTR commissioned brand consultancy, Purposemade, to develop their ‘brand world’ and build on their existing brand purpose of ‘making life easy’. The resulting brand promise – OTR ‘puts a spring in your step,’ with a brand personality that is ‘bursting with life’.
Inheriting the exciting new brand world, Showpony had to contend with some challenges too; South Australians know the brand well, but interstate the brand is entirely unknown – we had to appeal to both. We also needed to find a way to speak at an emotional level with our audience, while clearly demonstrating the brand’s retail credentials, through coffee, lunch and entertaining offerings.
But make it feel seamless. Easy, right?
When you go to an OTR, you get everything you need. You get it seamlessly. And you get it in a warm, welcoming environment that’s just a little bit nicer than it has any right to be. So when you step out, stocked up, satisfied and ahead of the game, you feel a little bit extra, knowing you made the right choice – the smart choice. It’s a small thing – a shift in mood, a little bit of time saved – but it makes you feel different. In short – you leave feeling like the best version of yourself. Energized and optimistic.
So we asked ourselves – what if we could show that feeling?
And that’s what we did. Enhancing real life action with eye-catching animation that celebrated the emotional payoff, we created a series of spots that are dynamic, compelling and bursting with life, showcase product occasions, and importantly, set up OTR for success in new markets.
