Live event and experience agency innovision created an engaging, emotive and impactful experience to launch BP’s best ever anti-dirt fuels with ACTIVE technology to an audience of international press, dealers, industry partners, B2B customers and BP employees.
The BP global launch event, named #OurFuelStory, hosted more than 650 exclusively invited guests from 15 countries over five days at the ADAC Driving Centre in Berlin (18-22 April).
BP’s brief was to create an exciting and memorable experiential event, differentiated from the standard media launch, through which to tell the story of the new BP fuels with ACTIVE technology in a way that would increase brand and product awareness, and drive behavioural change.
This was the first launch of this scale for BP in over 10 years for its new range of best ever ‘dirt-busting’ fuels. Research has shown that the harmful dirt that can form and build up inside engines may make them less efficient and less reliable.
To defeat this hidden enemy, BP has developed an innovative solution in its new fuels with dirt-busting ACTIVE technology, which offer the benefit of extra miles and help reduce the risk of an unplanned, costly trip to the workshop.
Following a competitive pitch process, innovision responded by creating a product launch event that told this exciting story through the creation of immersive, multi-sensory and interactive environments. Each environment represented one of three chapters in BP’s #OurFuelStory – Problem > Solution > Benefit.
The story began in a science museum-style space with a range of interactive installations and specially commissioned artworks to demonstrate the ‘Problem’ of dirt as the hidden enemy.
In the second chapter and the ‘Solution’ zone, guests were led through a fully animated tunnel and into a 360-degree cinema experience, where they watched a 4D movie that brought to life the inside of an engine and showed ACTIVE technology at work. The agency partnered with award-winning studio Immersive for the design, creation and direction of the 4D animation, which was then available as a takeaway, viewable on a VR device.
The ‘Hub’ represented the third and final chapter in #OurFuelStory where guests could learn more about the benefits of ACTIVE technology and take part in both physical and virtual destination-themed driving experiences.
Using the latest cutting-edge VR technology, innovision created a bespoke virtual driving experience which brought to life the twists and turns and stunning beauty of the Grossglockner High Alpine Road. Multiple VR headsets, each coupled with a motion platform, enabled guests to compete against one another in a thrilling, visceral experience. Guests could also choose to take part in a number of premium, tailor-made track driving experiences.
innovision further amplified the event with an innovative cross-platform social campaign across BP channels using #OurFuelStory.
Nicola Buck, Global Brand Director, Fuels at BP, said: “This was our biggest fuels launch in 10 years. innovision took the time to understand our product and vision for the event, which was flawlessly implemented and exactly right for BP and for our guests.”
Peter Germond, Production Account Director at innovision, said: “We’re delighted to have had this opportunity to bring to life the story of BP’s best-ever dirt-busting fuels in a truly unique, fun and engaging way”.
Domino Duhan, Head of Digital at innovision, added: “There was an ambition from the outset to make this more than just your typical launch event. BP’s vision enabled us to dive into innovation, from unique VR experiences through to rich social activations, developing a digital narrative throughout the campaign”.
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