British Petroleum’s convenience stores have two different names across America. On the West coast they are known as AMPM, and on the East coast, as BP Connect.The company had plans to start unifying the name to AMPM, everywhere. That meant we needed a modular campaign structure that could work as an AMPM regular campaign - with a bunch of different promos - on the West and, as a launch, more branding-like campaign on the East.The whole structure also had to communicate the huge variety of the AMPM stores, living under their 'Too much good stuff' claim.