Ogilvy New Zealand: Little coffee thankyous work wonders for bp

In July this year, bp and Ogilvy New Zealand launched a really lovely idea – Thank You Coffee. It was elegantly simple. Customers simply downloaded or updated the BPMe app and unlocked a free Wild Bean Cafe coffee, which they could choose to enjoy themselves or gift to someone deserving.

It was an antidote to the misery Covid had brought into the world, including a surge in racism and hate. It made people feel good about BP, use the app and spread friendliness throughout New Zealand.

It exceeded all expectations. In its first fourth months, nearly 25% of bp’s customers have generously gifted their coffee, with the gifting rate showing an increasing trend. On one of the campaign’s most successful days – the day Auckland went back into lockdown – 44% of bp’s customers chose to pay their coffee forward.

Luke Rive, bp New Zealand national marketing manager, commented, “We designed the Thank You Coffee initiative before COVID-19 changed 2020 completely and it has certainly been a wonderful way for deserving New Zealanders to have their hard work recognized in typical ‘Kiwi fashion’ – understated, humble and unobtrusive.”

https://youtu.be/oIh0jYVHCFA

An increasing number of bp customers are now regular users of the BPMe app for their fuel and coffee purchases as a result of the Thank You Coffee campaign. bp has experienced a 98% increase in app downloads compared to the same three-month period last year. This result exceeds bp’s pre-launch estimate that app downloads would increase by up to 30%.

Thank You Coffee is set to run until July 2021 and is supported with TV, OOH, in-store and in-app communications.

Credits

Agency: Ogilvy New Zealand
Executive Creative Director: Kim Pick
Head of Social Media: Bhavika Rambhai
Strategy: Megan Sherrin
Managing Director: Mark Jenner
Head of Client Service: Tracey Theiler
Senior Account Managers: Hannah Dear & Vinay Naran
Producer: James Anderson