The BP Campaign Objective
To foster goodwill on New Zealand roads and improve driving experiences for all drivers.
New Zealand has over 4 million cars and its roads are heavily congested. Research shows that over 70% of New Zealand drivers have experienced road rage in the last 12 months, despite most drivers believing they are courteous.
Stanley St ran a campaign for BP, introducing the BP Thank You Button. A device designed to create a simple way for courteous drivers to say thanks to each other. The button is placed in the rear window of a car and activated via a button attached to the dashboard vent. When someone does something nice, like letting another driver merge into their lane, the recipient can press the button to show appreciation.
The BP Thank You Button was distributed to drivers and promoted through various channels, including social media, in-store advertising, and public relations efforts.