An Australian-first partnership between BP Australia and Velocity’s Frequent Flyer Rewards program takes centre stage in a new campaign developed by Ogilvy Melbourne, showcasing how customers can now ‘fill up and fly’ to wherever they like – from Thailand to Las Vegas.
The campaign – spearheaded by two 30 second TVCs – is also the first time that BP’s new global brand platform ‘Go Your Way’ has appeared on screen, ahead of all other countries. Launched on FTA and Pay TV, the new TVCs are supported by outdoor, digital, radio, and activation.
Brendon Guthrie, executive creative director, Ogilvy Melbourne said the campaign’s core objective is to drive customers in-store to BP service stations to increase their Velocity Frequent Flyer points via simple points-earning opportunities.
“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,” said Guthrie.
Rebecca Fyson – B2C marketing manager, BP Australia said: “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. The creative explains this new and exciting rewards scheme in an engaging way and taps into the Australian fascination with travel to exotic locations.”
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