BackLaunch of bp’s Thank You Coffee
bp has announced the 6 July 2020 launch of Thank You Coffee. This campaign is designed to encourage acts of gratitude and sees bp gifting a free medium coffee to every new and current BPMe app customer.
Thank You Coffee builds on the success of its 2019 Thank You Button initiative where bp gave its customers the means to reward fellow drivers for thoughtful driving.
Thank You Coffee gives bp’s customers the opportunity to gift a free Wild Bean Cafe coffee anonymously to another New Zealander. Participation involves simply downloading or updating the BPMe app and unlocking a free coffee which users can then choose to enjoy themselves or, more importantly, gift it to someone deserving by paying it forward.
Thank You Coffee is the first major campaign led by Ogilvy International since bp engaged the agency in late-2019. The campaign was developed through true collaboration with all bp’s creative agency partners including Rainger and Rolfe, Porter Novelli, PaperKite and Mindshare. The campaign will be supported with TV, OOH, in-store and in-app communications.
Luke Rive, bp’s National Marketing Manager, is delighted with Thank You Coffee and says “It’s a perfect example of the company being useful to its customers and the wider community. This is especially important in 2020, as New Zealand grapples with COVID-19. Our hope is this initiative will bring a little generosity and kindness to our customers and team members”.
Kim Pick, Executive Creative Director, is equally effusive and says ‘It was wonderful to work on a campaign that’s focused on giving. Of course, customers can enjoy the free coffee themselves but we’re confident many more will gift it”.
For enquiries, please contact Tracey Theiler, Ogilvy International’s Head of Client Service on tracey.theiler@ogilvy.co.nz.
Credits:
bp
National Marketing Manager - Luke Rive
Digital and CX Marketing Manager - Genevieve Hallot
Ogilvy International
Managing Director – Mark Jenner
Head of Client Service – Tracey Theiler
Senior Account Manager – Hannah Dear
Strategy – Megan Sherrin
Executive Creative Director – Kim Pick
Head of Social Media – Bhavika Rambhai
Senior Account Manager – Vinay Naran
Director – Chris Dudman
TV Producer – Nik Beachman
Agency Producer – James Anderson
DOP – Marty Williams
Art Department – Joseph Leary
Stylist--Kylie Strathdee
Photographer – Vicki Leopold
Editor – Luke Thornborough
Colourist – Pete Ritchie
Online – Cause + FX
Composer - Cam Ballantyne