Lead Agency: Mindshare
The overall brand awareness of BP in Mexico remains low as the brand has only been in the market since March 2017. Being the first International Oil Company to enter the market, offering a differentiated value proposition, with improved Fuels Technology and service at its core, BP had a challenge in disrupting consumer habits, trying to be a viable alternative to PEMEX, the monopolistic market holder until then. Marketing efforts have largely been focused on building awareness within close proximity of the stations, as they continue to pop up around the country. The most effective, or at least measurable tool, however, to help drive traffic at point of sale has been the use of WAZE that help by driving users to choose to refuel at BP over competitors. Although this in tail has helped drive greater awareness of the brand, it has had a more measurable impact in driving an increase in sales.