The challenge
Working with an iconic global brand such as BP brings it’s own challenges. Keeping consumer messaging fresh and attention grabbing while respecting corporate guidelines… selling the benefits of a commodity in an price fixated market… all the kinds of challenges we relish here!

The response
It starts with the customer – and the journey they take. We analyse every ‘touchpoint’ on that journey and activate each of them with an appropriate message – for BP we did this both on the forecourt and instore. We produced and delivered regular monthly point-of-sale, as well as focused communication and promotions across the BP fuels portfolio. We brought the BP brand to life with our industry leading ‘Pitstop, Screen Clean’ experiential campaign, training staff to engage with over 100,000 customers on 160 forecourts and talk about the benefits of BP’s premium fuel, Ultimate.