BP Australia campaign debuts brand's new global positioning

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Oil giant offers travel incentives for Australians

MELBOURNE — A new global campaign promoting a partnership between BP Australia and Velocity's frequent-flyer rewards program is also the first to use BP's new global brand platform, "Go your way."

The two ads showcase how customers can "fill up and fly" to destinations around the world — in this case, Thailand and Las Vegas. 

"Our brief was simple; to let Australians know about this new partnership, and the benefits it can bring," said Brendon Guthrie, ECD of Ogilvy Melbourne. "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."

According to Rebecca Fyson, B2C marketing manager of 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."

Campaign credits

Client: BP Australia
Agency: Ogilvy Melbourne
ECD: Brendon Guthrie
Senior Copywriter: Lenna Boland
Art Director: Josie Fox and Karsten Jurkschat
Agency Producer: Luke Coulson
Director: Steve Saussey
Production Company: Stuff and Nonsense (NZ)
Producer: Yolande Dewey
Planner: Joe Heath
Account Service: Belinda Danks-Woodley and Atlanta Panton
Activation: Ogilvy Public Relations
Alexandra Smith, Sophie Moll
Media Agency: Mindshare

This article first appeared on campaignasia.com.


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