Lead agency: MRM//McCann London
How people power vehicles is changing at pace. BP recognised the need to engage customers beyond the "forecourt and fuelling" moment and wanted a direct relationship with its customers.
The consumer fuel market has peaked.
More efficient cars and the move towards electric vehicles and home charging has seen volumes slide.
BP needed to extend its customer relationship beyond filling up on the forecourt.
First-party data was the key. A loyalty programme would help BP to know, connect with and reward customers, making the brand more human.
Research showed that competitors' fuel loyalty schemes could feel too disconnected, with delayed rewards. BP's own program needed to be more immediate and tangible, offering unexpected treats.
BPme Rewards recognised customers wanted to pick their rewards across the entire offering, from Percy Pigs to a Friday night meal deal.