Emily Tan
May 12, 2015

BP Australia campaign debuts brand's new global positioning

MELBOURNE - A new campaign promoting a partnership between BP Australia and Velocity's frequent flyer rewards programme is also the first to use BP's new global brand platform 'Go your way'.

Client: BP Australia

Agency: Ogilvy & Mather Melbourne

Market: Australia

Title: 'Fill up and fly'

Campaign scope:  Launched on FTA and Pay TV, the new TVCs are supported by outdoor, digital, radio, and activation.

Details: The two TVCs showcase how customers can 'fill up and fly' to destinations around the world. The ads opt to showcase Thailand and Las Vegas. 

Press release quotes:

Brendon Guthrie, ECD, Ogilvy Melbourne:

Our brief was simple; to let Australians know about this new partnership, and the benefits it can bring.  As such, we needed a clever and engaging creative which would motivate customers to visit BP more often to shop and purchase their fuel, and earn Velocity points in the process.  Showcasing the exciting locations they could ‘fill up and fly’ to—like Thailand or Las Vegas—was an integral part of capturing attention.

Rebecca Fyson, B2C marketing manager, BP Australia:

The fuel industry is a highly competitive one that is flooded with loyalty programs, each vying for an increasingly choosy and reward-hunting shopper. Hot on the heels of BP’s global brand repositioning, designed to reorientate the entire business around the needs of the customers, BP decided to partner with a rewards program that gives something back to shoppers for their decision to visit BP—the chance to top up their Velocity Frequent Flyer points.

Our comment: The ads are cute and reminds one of our writers (who grew up watching BP ads) of the brand's commercials from the early nineties. Whether they convey BP's new brand repositioning of "Go your way" is debatable. 

 

 

CREDITS

Client: BP Australia
B2C Marketing Manager: Rebecca Fyson
Retail Marketing Advisor: Peta Collins

Agency: Ogilvy Melbourne
ECD: Brendon Guthrie
Senior Copywriter: Lenna Boland
Art Director: Josie Fox and Karsten Jurkschat
Agency Producer: Luke Coulson
Director: Steve Saussey
Production Company: Stuff and Nonsense (NZ)
Producer: Yolande Dewey
Planner: Joe Heath
Account Service: Belinda Danks-Woodley and Atlanta Panton
 
Activation: Ogilvy Public Relations
Alexandra Smith, Sophie Moll
 
Geometry Global
Ewan Thornton
 
Media Agency: Mindshare
 
Source:
Campaign Asia

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