In 2019, BP challenged Ogilvy to increase foot traffic and transactions in BP’s network of 1,400 stores. The degree of difficulty was high with rising fuel prices at thetime.
The response was to celebrate BP's 100th birthday by creating a fun and uniquely Australian mobile game called BP Run. It encouraged fuelers to shop in store in exchange for the chance to win over 250,000 prizes.
A cross-discipline team of WPP AUNZ brands were assembled to create the campaign elements. As the lead agency, Ogilvy developed the strategy and creativeidea, as well as creating a distinctive campaign idea and all the associated assets. Mindshare devised a plan for media placements to target fuelers before, on approach and on-forecourt. Geometry facilitated back-end integration and prize fulfilment. The experts in mobile experience, Millipede, developed the BP Run mobileapp.
The success of the campaign has inspired a multi-country roll out of the idea with Spain the next market to launch its own BP Run.
Margaux Boisson - firstname.lastname@example.org
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