BP Jacaranda day is fast approaching and the ‘Lekker activation’ team decided to celebrate the partnership at selected BP express stores. On Monday, 11 May and Friday, 15 May respectively Jacaranda FM’s marketing, content and breakfast & drive stuntmen took to petrol stations to reimburse petrol purchases at selected BP service stations (namely BP Hatfield Gardens and BP Charles Street in Pretoria and; BP William Nichol and Grayston in Johannesburg).
The activators went out to purposefully put smiles on people’s faces. The mechanism was a fairly simple one, vehicles should be tuned into Jacaranda FM and listeners had to tell us about BP Jacaranda day.
Upon reimbursing the lucky patrons, some rendered responses included “Jacaranda FM, see you at BP Jacaranda day” and “Jacaranda FM has just paid for my petrol – how cool is that?”
The activation video was used as a ticket sales driver in the week leading up to BP Jacaranda day and is posted on social media and web streams. The team are also hoping to receive some post publicity within the BP express store magazine for the activation carried out at BP express (Grayston).
