The E10 OK campaign is part of an initiative driven by the Queensland Government’s Department of Energy and Water Supply (DEWS) to promote E10 petrol in line with the state’s biofuel mandate being introduced in January 2017.
The campaign 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’.
E10 is a fuel blend made from up to 10% ethanol and 90% unleaded petrol. Many modern vehicles can safely run the fuel, but owners are often unaware of the fuel or unsure whether their vehicle can run it.
To address this, DEWS commissioned Ogilvy Brisbane to formulate an educational campaign to drive people to a website, created by Squiz, that lets them check their car’s compatibility with E10.