BP Australia campaign debuts brand’s new global positioning

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
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.

Source: campaignasia.com; 12 May 2015

ExxonMobil inspires girls to pursue STEM careers


ExxonMobil is encouraging girls to consider science, technology, engineering and math (STEM) careers through the 12th-annual Introduce a Girl to Engineering Day program to be held at 14 ExxonMobil and XTO Energy sites nationwide over the next several months.

Building on the success of ExxonMobil’s recent ‘Be An Engineer’ efforts, more than 2000 middle-school girls across the country will participate. Students will have the opportunity to work with ExxonMobil employees who will serve as mentors, providing students with role models and helping to sharpen their STEM skills. The programs will include a wide range of hands-on activities, such as demonstrating the energy industry’s use of 3D technology to search for oil and natural gas; water purification experiments; and exploring the science of manufacturing cosmetics.

Attracting more young people, and particularly girls, to math and science studies, and ultimately STEM careers, is critical to ensuring the growing technological needs of the United States can be met. According to the 2013 Economic and Statistics Administration Report, women comprise half of the US workforce, but hold less than 25 percent of STEM jobs and only 14 percent of engineering positions.

In addition to Introduce a Girl to Engineering Day, ExxonMobil is heading a social media effort to promote ‘Be An Engineer’ as part of its Engineers Week activities. Various universities and associations will join the social conversation (#BeAnEngineer) to shine a light on the contributions of engineers to making the world a better place.

“Providing access to female professionals in STEM careers inspires girls to consider pursuing the field,” said Suzanne McCarron, general manager of public and government affairs, ExxonMobil. “Through our ‘Be An Engineer’ and Engineers Week efforts, ExxonMobil hopes to engage students early in their education and expose them to the exciting and rewarding aspects of a career that drives innovation.”

Launched in 2014, ‘Be An Engineer’ highlights real-life engineers behind some of the world’s greatest technical achievements and provides resources to encourage students to choose engineering careers. The BeAnEngineer.com web site includes detailed first-person accounts of engineers who are researching, exploring and taking on many of the world’s toughest challenges. Since its launch, the effort has generated more than 19 million online engagements; the campaign won the 2014 Ragan PR Daily CSR award for cause marketing. Additionally, a series of blog posts featuring ExxonMobil engineers speaking about the profession will be featured on Huffington Post.

Since ExxonMobil began its “Introduce a Girl to Engineering” program more than a decade ago, more than 11,000 students have participated in activities conducted at company facilities or classroom demonstrations.

Source:  OilOnline Press; 25 February 2015

Nestlé employs fleet of robots to sell coffee machines in Japan

Pepper the android is set to rival George Clooney as the face of coffee in 1,000 Japanese stores, thanks to SoftBank.

Pepper and George Clooney

Move over George Clooney – Nestlé has employed a fleet of chirpy robots to sell its coffee machines in Japanese stores.

The US actor, who has become the global face of the Nespresso brand, has been given the elbow in favour of Pepper, a cheeky and chatty android, which its makers claim can answer customers’ questions.

“How do you enjoy coffee? Number one: An eye-opener coffee; Number two: A post-meal cup of coffee,” Pepper asked a Japanese TV personality, Kyoko Uchida, at a promotion event in Tokyo on Monday.

The 120cm-tall robot has a human-like face perched on top of a white plastic body, with rollers and what looks like a tablet computer on its chest.

The gimmick will eventually see 1,000 stores across Japan with their own Pepper, which makers say can understand up to 80% of conversations.

The robots will “help us discover consumer needs through conversations between our customers and Pepper,” said a joint statement from Nestlé and SoftBank, whose French arm Aldebaran developed the technology.

Pepper – which was unveiled in June by SoftBank’s president, Masayoshi Son – already sells mobile phones at SoftBank’s 74 Japanese stores, where it has been used to collect customers’ opinions.

Engineers claim the robot’s artificial intelligence has allowed it to expand its conversational ability by listening to what customers say.

The robot will go on sale to the public in February, with a price tag of 198,000 yen (£1,060) plus monthly fees.

Source: theguardian.com; 01 Dec 2014