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Help overcome the negative perceptions some UK consumers have of forecourt food and beverages.
The coffee at Wild Bean Café was superior to any forecourt competitor and was also the entry point for many people into the brand. To stimulate consideration and drive trial a free large coffee was offered to consumers via a digital voucher. As the campaign progressed different media channels were employed and i-movo’s real-time reporting allowed BP to determine the effectiveness of the media mix.
After only a few days 78% of sites had processed at least one voucher. The campaign also received an unplanned viral boost when Martin Lewis of moneysavingexpert.com mentioned it during a radio breakfast show with a 5 million audience. Even with this uplift, the secure nature of the system meant the client was never financially exposed beyond pre-set limits. The redemption rate high point reached 13.7%.