BP: BPme Rewards – Little treats more often

BP, an oil industry company, launched a customer rewards scheme in the UK that provided little but often rewards to build a better relationship with its customers.

Campaign details

Brand: BPLead agency: MRM//McCann London

Campaign Overview

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.

Strategy

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....

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