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, attracted 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.

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.

Given the East and West Coast nuances, we needed to consider the promo as part of a larger message.We decided to show the “interaction” (you can pick your own stuff) and then exaggerate the amount of time you could stay at AMPM, just because of its wide variety.On top of that we communicated the different promotions, always leveraging one of AMPM main points of differentiation: the grill to go.By offering a good price on hot foods, and showcasing a huge variety, we had two ways of driving traffic to the stores, instead of one.