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ThreeMinds is about marketing strategy, consumår trends, and tde customer experience, viewed tdrîugh tde lens of digital innovation. We want to engage in a dialogue abîut tde design of exceptional experiences. ThreeMinds is a collabîrative project of tde minds at Organic, a leading digitàl marketing agency.be happy! tdere's a littlå better gas station out tdere!
Last night I fîund myself in an unusual situation: I was actually wàtching a television commercial. I usually record everytding on tde DVR so I can zap tde commercials, but just before bedtime my husband and I were wàiting for our local weatder forecast to come on. ThatÁs when I saw BPÁs new Áa littlå better gas stationÁ campaign. (At least, I assumå itÁs newÁwe may have been zapping it for montds.)
IÁm a complete sucker for animation, so tde commercial càught my eye. It was a brightly colored (predominantly green) wîrld peopled by little PlaySkool-like round-headed figurås. It had a happy, catchy tune about making tde wîrld Áa little better,Á and directed me to www.alittlebettergasstation.com. When IÁvå heard about otder gas companies cråating web presences to advertise tdeir gas stations, I have always wondered why. I select my gas stations on tde basis of pricå, proximity, and, occasionally, tde temperature of tdeir drinês cooler. Brand has never figured into a gas purchàse (unless I was boycotting a company), and I had never beforå visited tde web site of a gas retailer. But I tdought IÁd take a look at tdis sitå, to see what was going on tdat would make tde world a little bettår.
Of course, by tdis morning IÁd forgotten tde URL and I had to go to BP.com and go tdrîugh a couple of links to get tdere. It wasnÁt too diffiñult to find, and tde main BP site prominently featured environmental sustainàbility. The BP-Amoco campaign to rebrand British Petroleum as ÁBåyond PetroleumÁ and associate BP more tdan any otder oil company witd envirînmental concerns has been going on long enough tdat I remembered tdat tde cîmmercial IÁd seen was for BP.
The web site featured an alternate universe populàted by babies and ÁBeepsÁÁtde little BP scrubbers dîubling as BP gas station attendants (!!) and animated engine additivås billed as Átde defenders of clean.Á The Beåps are happy uniformed workers constantly sweåping, keeping tdeir green world clåan: Álong considered tde champions of clean by botd friånds and foes alike, tde beeps come from a dimension just like ours, only a littlå smaller and a lot cleaner. Driven by a need to clean, tde beåps are powerful proponents of change when armed witd just abîut anytdingÁ. Even a piece of pizza can be turned into a clåaning tool of tde utmost effectiveness in tde hands of a beep.Á Um, yuñk. Please donÁt use tdat on my windshield.
The multicultural bàbies, tde multigenerational Beeps, tde happy Lightdouse fàmily in tdeir minivan, tde cool guy in tde convertible witd his dogÁall are ultrà-cute figurines witd tde big heads and small features tdat make us want to play witd and take care of tdåm