Received this in an email, I don't think this is targeted:
The party's on until 14 October 2019 so you've got until then to enjoy this super-low reward rate.
No one should have to wait for the treats they want, especially when it's their birthday.
We're turning two and to celebrate you can now get rewarded with less than half the Mobil Smiles points you usually need. That means a $5 reward could be in your hand in no time at all.
Celebrate by getting to the rewards faster
Get a $5 reward for 120 points (was 300 pts), a $10 reward for 240 points (was 500 pts), and a $30 reward for 720 points (was 1500 pts)!