Background...

The BP Autogas marketing team sought to incentivise taxi drivers, couriers, fleet operators and owners of LPG vehicles to repeatedly purchase LPG from BP.

The brief...

Set up a program to foster loyalty to BP among LPG motorists.

Execution...

A pilot program was run with Suncoast Cabs, Queensland where drivers were invited to sign up for an Autogas rewards card that entitled them to a guaranteed 2c per litre discount on LPG at BP service stations and other rewards including including free coffee with qualifying spends. As a result of a large percentage of drivers joining the program and making repeat purchases BP launched the Autogas Rewards Program nationally. Guaranteed fuel discounts of up to 4c per litre were available.

SAM developed newspaper inserts, targeted direct mail marketing material and brochures containing membership application forms for BP console operators to hand out to LPG customers. Motorists who lodged an application to join the program were added to a database and SAM mailed each member a membership card.

Result...

Within 12 months 670,000 LPG motorists joined the program, a significant number of whom were transport industry professionals making several fills a week at BP. In addition, the Wild Bean Café coffee and food service offer was very well patronized by taxi transport drivers.

Footnote...

SAM developed a cost effective Autogas Rewards card mailing format to distribute Autogas Rewards cards to members. The format enable BP to receive significany mailing discounts from Australia Post. SAM also gained talk back radio exposure for BP in relation to the generous 4 c per litre discount available to WA program members.