May 18, 2021

Programmatic

In a world where nearly everyone is always online, there is no offline.

bp Cup Final

AUCKLAND, Today: Since its launch in July 2020, bp has been “inspired and excited” by New Zealanders’ response to Ogilvy NZ’s Thank You Coffee campaign, according to the Wild Bean Cafe company.

The Ogilvy campaign 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 then choose to enjoy themselves or gift to someone deserving by paying it forward.

bp marketing manager Luke Rive said: “In its first four 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.

“We designed the Thank You Coffee initiative before Covid-19 changed 2020 completely”, he said.


“We’ve spent the first year, through agreement with Greg, calling ourselves Ogilvy International – but recently dropped the International moniker. In simple terms, we are the NZ office of the global Ogilvy network”


“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 campaign. bp has seen 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 inapp communications.

Ogilvy NZ?
Ogilvy New Zealand is part of WPP AUNZ. Ogilvy NZ is fully owned by WPP AUNZ Group. “There is no connection to Stanley Street,” Ogilvy NZ MD/business director Mark Jenner told M+AD.

“This change happened roughly this time last year. We’ve spent the first year, through mutual agreement with Stanley St’s Greg Partington, calling ourselves Ogilvy International – but recently dropped the International moniker.

“In simple terms, we are the NZ office of the global Ogilvy network.

“I’m the MD, Tracey Theiler is our head of client service, and our ECD is Kim Pick. We offer a full range of marketing services and our major clients are bp, Coca-Cola, Mondelez International and GSK.

“You probably know these are all global Ogilvy clients, so we’re delighted to be also working with them in NZ.”


CREDITS

Client: bp
National Marketing Manager: Luke Rive
Digital and CX Marketing Manager: Genevieve Hallot
Agency: Ogilvy NZ
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


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