Why do people wash their cars? Asking ourselves this question led us to a simple solution - dirt. Swiss people are known for being a tidy folk so we created a key visual which would no doubt remind them of how dirty their car was.First the reopening was announced on B12-posters and in ads. This was followed by a direct mailing to all households in the region, including a car wash voucher. Last but not least we exploited all possibilities for exposure at the BP Station (e.g. animated films promoting the car wash on the pump station screens).

Even though the mailing and the 'door-to-door distribution' were stretched over a period of three weeks, other car wash stations in the region were not amused. From day one the new BP car wash was able to operate at its full commercial efficiency. Initial results showed that more than 50% of the vouchers had been redeemed.