Communication Campaign
Case Study
Refueling equals savings.
At a time when fuel prices are reaching historic highs, this communication campaign is designed to promote the advantages of refueling at bp.
bp Portugal: responsible energy
Present in the Portuguese market for 94 years, bp Portugal is one of the largest oil companies in the national territory. From the north to the south of the country, its main mission is to provide all its customers with the best products and services.
Sensitive to the global situation, the recession and fluctuations that have influenced fuel prices, bp Portugal decided to prepare a campaign designed for all Portuguese on the road.
CAware that in this context, customers may fluctuate in the choice of fuel, bp's business objective is to maintain the average frequency of refueling of its customers and, if possible, win new ones.
Communicate savings.
A bp Portugal challenged Shift to prepare the Communication Campaign that should clarify the promotional mechanics:
For every 30 liters of normal fuel, bp gives you a €1 credit to use for the next refueling. In the case of Ultimate fuels with Active Technology, the discount is €3.
In an extremely competitive market, and in a sector characterized by hard selling, the effectiveness and objectivity of the message were paramount for the result of the Campaign. Especially because it was a national initiative that would impact different consumer profiles. Savings were coming back and that had to be clear.
Coming back and saving is at bp.
In its genesis, this action implies that the consumer feels motivated to return to the bp station, so that he can benefit from his reward. Thus, the headline "At bp, coming back is saving" made it possible to promote the Campaign. This, in a totally direct and transparent way and without disappointing the client's expectations.
On the other hand, it is a message that does not cancel or diminish the relevance of other promotional initiatives that are active, while appearing as a call for a future visit. From a business point of view, the coexistence of this with other campaigns was fundamental.
The developed key visual broke and created a distance with bp's traditional communication. This allowed customers to easily distinguish these materials from other communication materials that existed out-of-home or at the stations.
In this way, while respecting the brand guidelines, Shift developed a graphic environment that effectively serves the purpose of the Campaign and works in the different media provided, whether physical or digital.
Summary
"This campaign was a great example of true teamwork. It's always a pleasure to work like this, we know we can count on the dedication that our brand deserves."
Carla Cardoso
Marketing Activation & Promotions Advisor - bp Portugal
