AMPM

Context

AmPm, a leading convenience store brand in gas stations, faces the challenge of aligning its communication with Ipiranga while also seeking to conceptually differentiate itself from the competition, which often highlights speed, convenience, and quality as differentiators. In this scenario, the market leader needs to stand out through its unique customer experience and culturally establish itself in the public's imagination.

 

Challenge

AmPm wanted to create an innovative anniversary campaign that not only boosted sales of its industry partners' products but also functionally engaged customers and employees. It was crucial for the campaign to strengthen the emotional bond between the brand and its audience. To achieve this, the decision was made to highlight experiences lived in the stores, from simple moments among friends to significant events like marriage proposals.

 

Strategy

After a branding and brand positioning exploration process via Desk Research and Quali-Quantitative interviews, we identified the existence of an entire generation with memorable stories experienced in AmPm stores, and we adopted the concept: "One generation, several stories." The nostalgic visual of the 2000s was chosen to evoke memories and establish an emotional connection with the audience.

 

Furthermore, we developed interactive dynamics that evoked nostalgia in our audience. For instance, purchasing products from partner brands granted customers codes for a digital game called 'Pop Balloon,' where instant prizes could be won. To further personalize the campaign, we shared real stories from AmPm employees, highlighting unique experiences lived in the store.

 

As the main focus of the campaign, we concluded that the best way to embody the brand's new positioning, based on experiences and stories lived in AmPm, would be to involve the celebrity Fábio Porchat. Renowned for various programs, including 'Que História É Essa, Porchat?' where he serves as host and mediator of stories told by guests and the audience.

 

Porchat recorded the top three stories submitted by customers, and the one voted most by the public was awarded a trip to Hollywood, the place where great stories happen. This strategy with Fábio Porchat was crucial to the campaign's success, as his presence added authenticity, charisma, and emotional connection, further strengthening the bond between the AmPm brand and its target audience.

 

The campaign also had a 360 media strategy, including DOOH, in-store signage, geolocated online media with refined distribution of funds by region, remarketing, programmatic, and seven influencers, four macro and three micro, who echoed the message throughout the promotion period.

 

Achieved Results

Through the use of agile methodologies, we developed a discovery process that positively influenced all aspects of the brand, from our conceptual approach to the development of dynamics, structure, and user journey on the pages, among others. The results of this are clear indicators of the campaign's success.

 

• Sales Target: AmPm recorded the highest revenue for the month of September in the last five years, evidencing the direct impact of the campaign on sales.

 

• Audience Engagement: The number of stories received was five times higher than anticipated, demonstrating significant audience engagement with the campaign.

 

• Partnership with Trade: Due to the high store participation in the bi-monthly calendar promotions, AmPm achieved 114.5% real sell-in versus budgeted. The company not only reached but exceeded the goals set for the period, consolidating AmPm's anniversary promotion as a prominent annual event on the brand's calendar.

 

• Digital Reach: On social media, the campaign reached a total audience of 14 million users, while total impressions almost reached the 50 million mark.

 

• Campaign's Impact: Three stories were selected for public voting, generating further engagement and interactivity with the audience. AmPm's commitment to innovative and engaging campaigns was reaffirmed, and the success of this action drove the planning of a 2024 calendar with four major promotional campaigns, following the successful model of this occasion.