Sinopec champions regional Victoria: how a global brand puts local community first

"Seeing regional communities like Ballarat and Shepparton at the heart of this result means a great deal to us. Sinopec has always been committed to the communities where our stations operate, not just the major cities, and this campaign shared our belief in building something genuine and lasting here in Australia." 

— Chen Pu, Deputy General Manager, Sinopec Hong Kong (Australia) Pty Limited 

What makes this campaign notable is not the prize pool, but the geography. Of the six winners drawn, two were customers of Sinopec’s Soldiers Hill station in Ballarat, and one was drawn from Sinopec’s Kialla location, serving the Shepparton community. Regional Victorian towns are not typically the focus of corporate giveaway campaigns. Here, they were the result, not by design, but because those communities showed up. 

At a time when cost-of-living pressure is reshaping how Australians think about the brands they choose, the ability of a fuel retailer to offer something beyond the bowser, a genuine community gesture, backed by a trusted appliance brand, speaks to a broader shift in how international businesses are choosing to embed themselves in Australian life. 

THE CUSTOMER EXPERIENCE 

Entry was deliberately frictionless. Customers who fuelled or spent over $1 at any of the four Sinopec stations scanned an in-store QR code, registered and completed a short survey, all from their phone at the bowser or in-store. No receipts to upload. No codes to enter. No loyalty app required. 

(Sinopec customer John Louey receives his Hisense Wine Storage Appliance at Sinopec Thomastown, one of six Victorian winners in the lucky draw promotion.)

Unlike the app-based loyalty programs operated by major fuel chains, the campaign required no proprietary membership or download. A $1 minimum spend, a QR code, a completed registration form and a short survey were all that stood between a customer and a chance to win, a deliberately low barrier that drove participation across all four locations, including Sinopec's regional stations in Ballarat and Shepparton. 

Weekly prizes ranged from a 40″ Full HD Smart TV to a 113-Can Beverage Cooler, a 30 Bottle Wine Cabinet, a Bar Fridge, an Air Fryer and an Inverter Microwave. These are practical household appliances with real everyday value, chosen to resonate across a broad cross-section of Victorian households. 

WHAT THE CAMPAIGN DEMONSTRATED 

The promotion offered a proof of concept for digital customer engagement in the petrol convenience retail setting. QR-code-driven entry, while standard in food and beverage promotions, is still relatively novel at the bowser. The campaign’s reach across four geographically dispersed stations suggests the mechanic can work outside metropolitan environments. 

The campaign itself also signals an emerging retail strategy for internationally rooted businesses seeking to build Australian brand equity without relying on price-led positioning. In a regulated fuel-price environment, Sinopec’s ability to create genuine customer value rather than through discounting represents a meaningful competitive differentiator. 

WHAT’S NEXT FOR SINOPEC IN VICTORIA 

The promotion is part of Sinopec Australia’s broader commitment to deepen its engagement with Victorian communities throughout 2026. The company is currently running a car wash membership promotion offering discounted wash packages and loyalty rewards and has a pipeline of activity planned for the year ahead. 

Upcoming initiatives include fuel discount days, loyalty point rewards, coffee-and-convenience-store combo offers, seasonal giveaways and customer appreciation events, as well as additional joint promotions with local businesses and community partners. Sinopec has confirmed it will continue to explore partnerships that bring tangible value to customers at each of its four Victorian locations. 

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Sinopec Ballarat Service Station

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