Circle K Fuel Price Guarantee Case Study
A regionally tested fuel price guarantee for Circle K customers.

Background – One guarantee, two messages to test

Circle K's Fuel Price Guarantee promises customers the lowest price per gallon nearby. Before rolling out one message everywhere, Circle K wanted to test two ways of saying it, a distance-based guarantee and a time-based one, across different markets to see which performed better.

Process – One system, tailored market by market

We built a custom illustrated world for each test market, extending an illustration style already established for Circle K's brand, and used that regional split to run the message test: a distance-based guarantee in some markets, a time-based one in others, each carried by its own local scenery instead of a swapped headline. The animation and static set went through several rounds of edits and duration cuts before we landed on the final versions for each market.

Solution – A regional kit, tested market by market

A 15-second animated spot follows a car past snow-capped peaks near Denver, red barns and cornfields near Ohio, and desert and cactus near El Paso, before landing on the guarantee and a save.circlek.com sign-up prompt. Denver and El Paso carry the distance-based guarantee (within 2 miles), Ohio carries the time-based one (within 3 days), and the full kit covers every standard Facebook and Instagram placement (landscape in-feed, square, stories, carousel, and display) and an email template, in both English and Spanish.