brief:

• position BP as a leader of the greener motoring agenda and educate motorists about the fuel economy and emissions benefits of BP Ultimate
• communicate that the fuel can give an additional 28 miles per tank

challenges:

• address the media's natural scepticism surrounding an oil company teaching consumers how to use less of its product
• engage journalists who are not interested in stories about fuel - except how much it costs and how much profit the oil companies make
• overcome the belief of many that BP is an environmental problem, not a solution

strategy:

• Launch Group created the world's-first Green Driving Test which gave journalists their first and, so far, only opportunity to quantify exactly how much greener we could all drive and how much money we could save in the process

results:

• 56 journalists and opinion formers have now taken the test
• substantial wave of over 60 big impact, quality pieces of wholly positive media coverage for BP, including a page in the Money section of  the Mirror
• the combined results prove scientifically for the first time that many motorists can save more than a £1,000 a year

measurement:

BP were so impressed by the impact of the GDT that:

• other markets are rolling it out across the globe
• it was made into a TV programme for Sky called 'Drive Greener and Save Money with Quentin Willson'
• it was redesigned as a live consumer experience: 'The Drive Greener, Save Money with Quentin Willson'
• it was redesigned as a live consumer experience: 'The Drive Greener, Save Money UK Tour' and later the 'BP Ultimate Fuel Efficiency Challenge'
• The Green Driving Test won a BP Award in 2008