Agency: Live & Breathe
Client: BP Ultimate
Creative retail marketing agency Live & Breathe has created a forecourt and roadside campaign to drive trial and increase sales and awareness at the pumps of BP Ultimate, BP’s range of high-performance, premium fuels. It represents the agency’s first work for BP after a competitive pitch in late 2007.
The campaign leverages BP Ultimate’s sponsorship of the Ford World Rally Championship (WRC), one of the most demanding and challenging motor-sport events in the world.
Consumers who fill up with BP Ultimate fuel during September will be entered into a prize draw, taking place on October 13, to win a WRC driving event of a lifetime.
Up for grabs are eight pairs of WRC Co-Driving Experiences allowing winners and a guest to experience for themselves the thrill and excitement of this grueling event by lapping the circuit with one of the championship drivers. There are also eight pairs of VIP hospitality tickets to be won. All prizes are for the British round of the WRC which runs from 6th to 8th December.
Methods of entry are quick and simple. For each purchase of BP Ultimate, consumers are invited to swipe their Nectar card for a chance to enter the prize draw. Non Nectar card holders can complete an entry form.
Live & Breathe’s campaign creative is designed with the specific forecourt environment in mind, where standard POS communications have little cut-through and the fast moving consumer engages with communications for an average of four seconds (POPAI).
Campaign collateral includes:
· A range of roadside poster formats
· Pump posters
· Pump collateral including pump frames, crowners and stanchions
Additional campaign support provided by other parties includes radio ads, banners on the Nectar and WRC websites, e-newsletters to BP and WRC databases, Nectar newsletters and statements and a feature ad on the BP Ultimate website.