Thank You Button

Over 71% of NZ drivers have experienced road rage yet our research shows that encouraging courteous driving promotes courteous driving. So we decided to create something to help reduce the confusion and tension amongst drivers and directly align to BP's positioning of 'Everyday Brighter'.

Introducing the BP Thank You Button. A device that enables drivers, at the press of a button, to say thanks on the road. When pressed, a button on the dash, lights a green thumbs up in the car’s rear window. The Thank you button became the most popular giveaway in BP history, with 20,000 gone from shelves and into cars nationwide within 72 hours. We created a unique brand experience that continues to brighten everyday drives nationwide today. All with a click of a button.