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BP celebrates 100 years in Australia with mobile game and promotional campaign

BP_RUN_30SEC

To commemorate a century in Australia, BP has released the BP Run mobile game app which will be promoted using an accompanying above-the-line campaign.

‘The Great Aussie BP Run’ has been created by WPP’s Team Energy, which brings together talent from Ogilvy, Geometry, Millipede and Mindshare and will feature an app that allows customers to win from 250,000 prizes which can be claimed from the country’s BP stores.

Supporting the game will be a television campaign, outdoor, radio, social media and point of sale activity.

Customers can also enter a $1000 cash draw each day, where they will receive a game card when they purchase from a BP store. To enter, customers place a code into the app to unlock up to eight levels and five different characters where they will compete to win.

David Ponce de Leon, executive creative director of WPP Team Energy said: “Running down to the BP servo to grab bread, milk, petrol or a choccy is something all Aussies can identify with. We thought we should mark 100 years of BP in Australia by celebrating ‘The Great Aussie BP Run’ the best way we know how, by rewarding our customers. The ‘BP Run’ game it’s an incredibly fun way to do this and Aussies everywhere seem to agree.”

Lauren Outhred, brand marketing manager for BP Australia, added: “For our 100th year, we wanted to celebrate with our customers by creating a fun and uniquely Australian game. We saw this as a great opportunity to reward them for their loyalty. We are thrilled to see this campaign come to life after months of work and a momentous effort from the team.”

Prizes will be available to win until 3 July.

Last year, WPP was named as BP's preferred global marketing partner. 

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: 'BP Run by WPP'

Agency:
Client:
Date: May 2019
To celebrate its 100th year in Australia, BP has launched a fully integrated campaign called ‘The Great Aussie BP Run’, created by WPP’s Team Energy.
WPP’s Team Energy, a dedicated unit created specifically for BP, combined the talent and expertise from agencies such as Ogilvy, Geometry, Millipede and Mindshare to create ‘The Great Aussie BP Run’.
The centrepiece of the campaign is a uniquely Australian arcade-style app, where customers can win prizes in game and redeem them at BP stores nationwide.
‘BP Run’ celebrates the fun and excitement of BP’s 100th year celebration by rewarding customers with the chance to share in over 250,000 prizes, including instant snack wins, a daily $1000 cash draw and a major prize of a brand-new Mazda CX5.
Customers simply make a fuel or shop purchase, receive a game card and enter a code to unlock up to eight levels and five different characters to ‘Play to Win’.
Since the campaign launched, the app has been downloaded over 120,000 times and has already reached the # 1 spot for free game downloads and is yet to leave the top 10. So far over 50 000 players have won with plenty more prizes on offer until July 3.
Credits:
 
 
BP Australia
Adam Arnold – GM – Marketing and Innovation
Lauren Outhred – Brand Marketing Manager
Penny Chan – Brand Advisor, Loyalty & Digital
WPP Team Energy
David Ponce de Leon – Executive Creative Director.
Ryan Clayton – Senior Art Director.
Lenna Boland – Creative Director.
Virginia Pracht – Head of Strategy.
Margaux ‘Marge’ Boisson – Senior Account Manager.
Cherry Lin – Account Executive.
Alana Teasedale – Senior Broadcast/Content Producer.
Andrew Vohmann, Shannon Riches – Senior Designers.
Wil Monte – Managing Director.
Keith Crawford – Producer/Animation Supervisor.
Geoffrey Walker – Senior Mobile Developer.
Kalvin Luu – Technical Lead.
Patrick Toohey – General Manager.
Samuel Baird – Game Design Lead/Technical Lead.
Jonathan Poynter – Design Lead.
Krystal Pham – Junior Designer.
Ben Weatherall – Designer.
Ewan Thornton – Business Director.
Caitlin Huskins – Investment Director.
Lauren Corner – Media Executive. 
Molly Fahey – Client Lead.
Goodoil
Curtis Hill – Director
Simon Thomas – Executive Producer
Catherine Warner – Producer
Dan Lee – Editor
Edel Rafferty – Colourist
 
Hell Studios
Tom Franks – Photographer
 
Tags: Australia
 
 
 
 
 
 
 
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