British Petroleum’s convenience stores have two different names across America. AMPM on the West Coast, BP Connect on the East coast. The company had plans to start unifying the name to AMPM, everywhere. That meant, we needed a modular campaign structure that could work as regular campaign -with a bunch of promos- on the West, and as a launch/branding-like campaign on the East. Considering we also had to live under the "Too much good stuff" claim, we decided to exaggerate the amount of time you spend at the store, as a result of their huge variety.

Considering the challenge of the dual objective brief, we needed some sort of show-me-the-store structure, for the people on the East Coast that weren’t familiar with it.One of the main points of differentiation between AMPM and its competitors is that in an AMPM store you can pick yourself the food from the grill, as well as “play” with the 24 flavours of the soda fountain.We decided to leverage those particular products as our promo items, and by doing so in a modular structure, we were showing good prices and our main differentiation point all at once.

It is too early to measure the success of the promo itself, but in terms of driving people to the stores and creating awareness (on the East Coast) where people never heard about AMPM before, we had great results and the buzz was phenomenal.There is no way to anticipate how consumers will react to your messages, but when they become part of people’s everyday life, you know you have something special, and ultimately sales will follow.