To celebrate its 100th year in Australia, BP has launched a fully integrated campaign called ‘The Great Aussie BP Run’, created by WPP’s Team Energy.
WPP’s Team Energy, a dedicated unit created specifically for BP, combined the talent and expertise from agencies such as Ogilvy, Geometry, Millipede and Mindshare to create ‘The Great Aussie BP Run’.
The centrepiece of the campaign is a uniquely Australian arcade-style app, where customers can win prizes in game and redeem them at BP stores nationwide.
The ‘BP Run’ game app was launched nationally, supported by a TVC, plus outdoor, radio, social and POS.
‘BP Run’ celebrates the fun and excitement of BP’s 100th year celebration by rewarding customers with the chance to share in over 250,000 prizes, including instant snack wins, a daily $1000 cash draw and a major prize of a brand-new Mazda CX5.
Customers simply make a fuel or shop purchase, receive a game card and enter a code to unlock up to eight levels and five different characters to ‘Play to Win’.
WPP Team Energy ECD David Ponce de Leon said: “Running down to the BP servo to grab bread, milk, petrol or a choccy is something all Aussies can identify with.
“We thought we should mark 100 years of BP in Australia by celebrating ‘The Great Aussie BP Run’ the best way we know how, by rewarding our customers. The ‘BP Run’ game it’s an incredibly fun way to do this and Aussies everywhere seem to agree.”
Since the campaign launched, the app has been downloaded over 120,000 times and has already reached the # 1 spot for free game downloads and is yet to leave the top 10.
BP Australia brand marketing manager Lauren Outhred said: “For our 100th year, we wanted to celebrate with our customers by creating a fun and uniquely Australian game.
“We saw this as a great opportunity to reward them for their loyalty. We are thrilled to see this campaign come to life after months of work and a momentous effort from the team.”
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]