BP launches ‘BP Run’ campaign via WPP’s Team Energy to celebrate 100 years in Australia
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’.
Says David Ponce de Leon, executive creative director, WPP Team Energy: “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. So far over 50 000 players have won with plenty more prizes on offer until July 3.
Says Lauren Outhred, brand marketing manager, BP Australia: “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.”
WPP Team Energy is part of WPP AUNZ, Australasia’s leading creative transformation company.
BP Australia
Adam Arnold – GM – Marketing and Innovation
Lauren Outhred – Brand Marketing Manager
Penny Chan – Brand Advisor, Loyalty & Digital
WPP Team Energy
David Ponce de Leon – Executive Creative Director
Ryan Clayton – Senior Art Director
Lenna Boland – Creative Director
Virginia Pracht – Head of Strategy
Margaux ‘Marge’ Boisson – Senior Account Manager
Cherry Lin – Account Executive
Alana Teasedale – Senior Broadcast/Content Producer
Andrew Vohmann, Shannon Riches – Senior Designers
Wil Monte – Managing Director
Keith Crawford – Producer/Animation Supervisor
Geoffrey Walker – Senior Mobile Developer
Kalvin Luu – Technical Lead
Patrick Toohey – General Manager
Samuel Baird – Game Design Lead/Technical Lead
Jonathan Poynter – Design Lead
Krystal Pham – Junior Designer
Ben Weatherall – Designer
Ewan Thornton – Business Director
Caitlin Huskins – Investment Director
Lauren Corner – Media Executive
Molly Fahey – Client Lead
Goodoil
Curtis Hill – Director
Simon Thomas – Executive Producer
Catherine Warner – Producer
Dan Lee – Editor
Edel Rafferty – Colourist
Hell Studios
Tom Franks – Photographer
12 Comments
Fuel run, is that the pun? Pretty weird promo. Pretty uninspired ad.
was there a sound person? the VO sounds like its in a toilet rather than ‘coming from the sky’. dear oh dear.
Sorry guys. The download-an-app-to-win-something-era is long gone. You’ll see it in your stats later on. Always ask yourself: when wa the last time you downloaded an app? before creating one.
Nothing creative here at all. Seen hundreds of these apps. Would you need a team of 42 people to figure out an idea like this?
By the look of production, big oil is running out of money.
Looking at the credits this looks like an other crappy Ogilvy production in line with the save the world by buying chocolate for Cadbury
I’m not going to weigh in on the creative… But why does CB publish news on retail stuff? We all know agencies have to produce this sort of stuff to keep the lights on, but there’s no need to wave it in front of the whole industry. Creatives get their names slapped next to it and will get critisized for it even though they’re just doing their job. I say leave these blogs to work that’s worth talking about.
Totally agree with Serious Q. We all get this sort of retail work to write, it includes what the clients mandate, what the clients don’t understand, and what the clients will never understand or accept. We all get these jobs and have to work on them. That’s fine.
To be honest it even feels like the agency tried to save this, just a little, but no one could save this with all its clear mandatories.
Be smarter like Clems, they do this stuff all the time like we all have to, but they never PR it!
Because… Ogilvy is desperate after that whole Cadbury mishap
Everyone has to make this sort of stuff, just everyone else has the sense not to tell anyone about it. I can’t imagine the client said “now let’s make sure we get this on Campaign Brief to find out what creatives think of it”. Ogilvy if you’re not going to be creative, at least be smart.
Couldn’t agree more. That ‘Win a Peugeot’ piece the other day is a prime example. I have no doubt it worked incredibly well. But why post it here? Although the agency’s write up was exceptionally entertaining.
Pretty much what you’d expect from Ogilvy. Run of the mill retail ads for boring brands. The one idea they’ve had in the last 10 years (AAMI Smart App) was a client idea. Just don’t expect anything from them and they’ll meet those expectations