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The Challenge

The Queensland Government’s Department of Energy and Water Supply (DEWS)* wanted to increase public awareness of and promote consumption of E10 fuel, in line with the state’s biofuel mandate.

To support the campaign, DEWS approached Squiz to develop a user-friendly website and online service that would allow motorists to check their car’s compatibility with E10 fuel.


The new website needed to include an online compatibility tool that allowed motorists to enter a registration number and see if their car was compatible with E10. It also required Squiz to build a search tool allowing motorists to locate E10 service stations in their area.

The Squiz team worked collaboratively with DEWS to provide a solution that could crunch the numbers of several different database sources and cross-check the details of more than 3.5 million vehicles – delivering the correct result in just a few seconds.

The design and information architecture of the website had already been formulated, so Squiz took the plans and built them in Squiz Matrix CMS. As a highly focused mobile campaign, the site needed to be responsive to every device, but have a mobile-first strategy.

To power the search solution, Funnelback was used with multiple API integrations, providing rapid and accurate look-up across multiple data-sets, including map integration to deliver the answers necessary.

Extensive load and infrastructure testing was undertaken to ensure that the site and search function would stand up to the rigours of public use.

“The Squiz team were very excited about the project and stepped up to the plate, which proved infectious and made the process of delivering the site collaborative and great.”

Rino Breebaart
Queensland Government

The Result

  • The new E10 OK website using Squiz Matrix CMS with Funnelback's Search Platform was delivered on-time and on-spec and allows motorists to enter a registration number and see immediately if their car is compatible.
  • More than 180,000 checks were done in the first month of the site launching in September 2016, peaking at more than 3000 checks per hour.
  • The website achieved a 95% conversion rate of target goals – for users to either complete a compatibility check or look for their nearest service station.

The E10 educational campaign developed by Ogilvy Brisbane won an 'AMY' (the awards of the Digital+ Technology Collective, formerly the Australian Interactive Media Industry Association) for 2017's 'Best Digitally Led Marketing Campaign - Government & Not-for-Profit’.

* Since the project was completed, the Department of Natural Resources and Mines and the Department of Energy and Water Supply have been combined to create a new Department of Natural Resources, Mines and Energy.

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