Background information:British Petroleum's convenience stores have different names across America: AMPM on the West coast, BP Connect on the East coast.This year, the company had started unifying the name as AMPM everywhere. That meant we needed to create a modular structure that could work as an AMPM campaign with regular promos on the West (where the brand is already established), but also as a launch campaign for the East.The main objective was to bring people to the store, driven by the wide variety AMPM has to offer and by the specific grill price promotion.

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.

One of the main differences between AMPM and its competitors is the wide variety, and the fact that in an AMPM store you can pick the food yourself from the grill, as well as “play” with the 24 flavours of the soda fountain.As a result - and common denominator - we came up with the idea that you will probably stay in the store, a little bit longer.We emphasized that situation, and the grill promo at the end, and by doing so we had two reasons (variety and promotion) to drive traffic to the store, instead of one.

Given the East and West Coast nuances, we needed to consider the promotion as part of a larger message.Regarding the “launch” component for the East, we decided to exaggerate the amount of time you could stay at an AMPM - as a result of its wide variety - and on top of that we communicated the specific promotion, always leveraging one of AMPM main points of differentiation: the grill to go.By offering a good price on hot foods and showcasing a wide variety, we had both coasts nuances covered, and at the same time, both benefits supporting each other.