2019 Bronze Best Customer Journey

Agency: MRM//McCann London

Client: BP

Campaign Name: BPme Rewards - Little Treats More Often

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.

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.

Creativity

“Little Treats More Often” was the creative platform.

It was vital for people to quickly feel the value in BPme Rewards to get excited.

Results

• 43% of members made three or more transactions during an initial comms period
• Average email open rates have increased by 220%
• A 16-fold increase in app downloads
• Till-issued voucher redemptions have doubled through the use of targeting and personalisation
• Modelling suggests BP will beat its first-year target of incremental spend

The Team

Tom Phillips, Head of Strategy, MRM McCann - Jon Ball, Business Director, MRM McCann - Anthony Burton, Senior Account Manager, MRM McCann - Amy Mountstephens, Senior Account Manager, MRM McCann - Liz McKenzie-Barrett, Associate Creative Director, MRM McCann - Vibhuti Thaker, Senior Art Director, MRM McCann - Monika Vinall, Senior CRM Advisor, BP - Jilly Beecher, Loyalty and CRM Co-ordinator, BP - Zita Faflios, Digital Marketing and CRM, BP - Peter Ambridge, Brand & Communications Specialist, BP - Gemma Clarke, UK Marketing Manager, BP - Louise Jackson, UK Loyalty Manager, BP - Sophie McGovern, Copywriter, MRM McCann - Alex Prendergast, Art Director, MRM McCann - James Thorley, Creative Director, MRM McCann

Contributors

Accenture and WPP