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

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