brief:
- position BP as a leader of the fuel efficiency drive and to educate motorists about fuel economy and emissions benefits of BP Ultimate
- communicate that the fuel can give an additional 28 miles per tank
challenges:
- to overcome the media's natural scepticism surrounding an oil company teaching consumers how to use less of its product
- engaging journalists who are not interested in stories about fuel - except how much it costs and how much profit the oil companies make
- the 'majors' have been making economy claims for their advanced fuels for many years
- many believe BP is an environmental problem, not a solution
strategy:
- following the success of the BP Ultimate Green Driving Test, Launch Group redesigned the concept as a live consumer (and journalist) experience
- Launch Group's world-first Fuel Efficiency Challenge gave journalists and consumers across the UK the chance to find out how much money they could save by simply learning how to drive more efficiently
- a fleet of Ford Focus ECOnetics were fitted with black box technology to measure the way people drive, including their MPG, how they accelerated and braked etc
- these vehicles were driven on prescribed routes with driving experts demonstrating how the participants could improve their driving style and save money
results:
- over 30 journalists and opinion formers took part with over 120 consumers having a go
- a massive 60 quality pieces of wholly positive media coverage for BP, many of which ran the print feature online and included an instructional driving video from BP
- the combined results proved that city drivers could save £450 each year by adopting a few simple driving techniques
