Consumer engagement centred on the brand's promise ‘Live a Little Better on the Go.' Programme integrations rewarded TAR teams, helped them on their way, and saluted their emotional effort, embodying BP values. Online consumers had a chance to fill up on free coffee and other food while in a key WBC market. Regardless of the brand encounter, BP helped consumers live (even a little) better.

Success!

Brand tracking among viewers: 74% agree TAR was a good fit; 55% more likely to try (+10pts); 36% more aware (+19pts Unaided); one-third now more positive (+7pts Preference). Online/In-person: 100,000 touches. Indianapolis: 12% like-for-like sales increase (previously flat), 7% basket-size increase.