BP Bingo at the Pump

Background

For world's first BINGO AT THE PUMP the task was to catch the attention of every customer who drove into the BP petrol station. So the point of view of the customer when pumping gas was used and placed different creatives in their viewing direction.

From the side of the petrol station, which you see from the highway, to on top of the petrol pump, where you look at while pumping gas. This way BINGO AT THE PUMP got noticed and above all: people got excited to play.

Idea

BP saw a discomforting trend during summer holidays. Their customers where everywhere, except at the petrol station: sipping cocktails from some tropical destination or staying at home, enjoying the nice weather from their backyard. Can you blame them...

That is why the brief was: how do we get existing or even better, new BP customers, to visit the BP petrol station during the summer holidays?

The challenge: come up with a stimulating idea that drives people to BP petrol stations during summer holidays.

By taking a close look at the behavior of people while pumping gas, it was noticed that people are extremely bored in this timeframe.

So BINGO AT THE PUMP was created. World's first bingo that can only be played at BP petrol stations. All you need are your fuel numbers. Mark these on your bingocard. All 10 digits marked? BINGO! And you win 250 extra FreeBees from BP's loyalty program.

The designs, from bingocards to posters, are custom designed for this first timer of BINGO AT THE PUMP. The only challenge was, keeping the strict corporate identity of BP in mind. And integrate the FreeBees bees: BP's loyalty program icons.

Results

Around two hundred thousand people played BINGO AT THE PUMP. And the legendary 5 lettered word was heard 56.000 times. Which meant a whopping 14 million extra FreeBees awarded.

But above all: summer holidays suddenly became more exciting just by pumping gas.