Energising a low interest category with powerful online content

The Challenge

BP’s new Ultimate fuels represent the company’s biggest fuels launch in 10 years. With ‘active’ technology that removes dirt build-up to improve engine health and economy, the challenge was to help convince people that these innovations really would make a difference

The human insight

Fuels are a low interest category and we knew our audience would treat claims such as an extra 21 miles per tank with a great deal of skepticism. To be believable we needed to avoid the hyperbole and be disruptive and unexpected with a problem, solution, benefit approach.

“BP’s most successful fuel launch ever”

The Idea

We hit people hard with a series of pre-rolls that cleverly played with the notion of being slowed down to highlight the performance issues created by dirt. We then backed this up with a second phase of content combining live action and animation in an educational-science style. This substantiated the product claims in an engaging and believable way that kept attention despite the subject matter.