BP Pumps Up the Retail Experience

BP is fueling gas stations and convenience stores with a makeover campaign that emphasizes clean facilities and friendly service.Dubbed "Helios Power," the campaign employs themes of creativity, environmental consciousness and emotional connection under the tagline, "A little better." Reflecting the chain's bright green and yellow color palette, the campaign features a cast of animated characters, including the vacationing Lighthouse family, magical workers known as Beeps and customers known as the Babies. The creative appears in TV spots, print ads, in-store signage, outdoor pole signs and headers on fuel pumps.The campaign tested during fall 2006 and launched April 4. According to BP, the target audience consists of 22- to 44-year-olds, with 60% having at least one child at home.P-O-P materials in stores includes signage and ceiling mobiles featuring the animated characters and the tagline. The chain is supporting the launch with incentive offers for shoppers. Alternating by month, giveaways include branded sunflower seed packets with the message, "Plant a sunflower and make the world brighter," through April; character trading cards and wallets in May; and children's activity books in June. To demonstrate its environmental awareness, BP has also opened a Helios House in Los Angeles, a gas station certified by the Leadership in Environmental Energy and Design rating system that utilizes green technologies and offers environment and sustainability tips throughout the store and on fuel dispensers.BP has also launched a complementary "virtual station," where visitors can watch webisodes and download ringtones and screensavers. Visitors can enter a "Gas Mania" sweeps awarding a grand-prize 2007 Ford Edge along with secondary prizes of BP gas cards and Sansa MP3 players. Co-sponsored by Wenner Publishing's Rolling Stone, the promotion runs April 4 to May 31. In other activity, BP recently wrapped up a "Feel the Love" sweeps, awarding a grand-prize lifetime supply of gas (in the form of annual $2,700 gift cards for 35 years). The contest also awarded a 2007 Ford Edge and three $500 BP gift cards to the first-prize winner, a choice between Orlando golf or Arizona spa vacations for two second-prize winners, and $50 gift cards for 2,000 third-place winners. Supported by signage at the pump and a promotional web site, the sweeps ran Feb. 7 to April 3.Owned by BP p.l.c., Warrenville, IL-based BP Products North America owns, franchises or affiliates with approximately 14,000 fueling centers nationwide, including 950 Arco am/pm banners primarily on the West Coast.

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