ARCO is a regional fuel brand located in California, Nevada, and Arizona. One of the biggest historical barriers to visiting ARCO has been that, until recently, the stations did not accept credit cards. Brand tracking research found that when customers know ARCO accepts credit cards, there is a significant increase in ARCO’s share of trips. In the “Yes Men” spot, ARCO crafts a message that ARCO now accepts all forms of payment and encourages consumers to take advantage of ARCO’s low prices on quality TOP TIER™ gas. Copy testing on the spot showed that “Yes Men” lifted payment option awareness by 30%, predicting a significant impact on ARCO’s share of trips.  

In the film, ARCO’s charismatic spokescharacter – Hanna the Dashboard Hula Girl – returns to spread the word about ARCO’s flexible payment options and exceptional value.  Charming, unflappable, and an eternal optimist, she brings her sunny personality to the work. In the spot, Hanna is surrounded by some new friends, a group of agreeable bobbleheads who can’t be fooled when it comes to ways to pay at ARCO.  

Over the course of her tenure as the brand’s spokescharacter, Hanna has seen significant increases in awareness and likability. This has led ARCO to leverage Hanna more broadly in 2023 and 2024 to drive top-of-mind awareness via point-of-purchase and out-of-home as well as social, video, radio, and website.