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.”