bp Promo SA UNITED by Ogilvy Johannesburg

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Industry Automotive products, services and accessories, Business equipment & services, Corporate Image
Media Promo & PR
Market South Africa
Agency Ogilvy Johannesburg
Director Erik Van Wyk
Executive Creative Director Fran Luckin
Creative Director Jonathan Beggs
Art Director Catherine Conradie
Copywriter Ian Broekhuizen
Producer Janet Sender, Liske Van Tubbergh
Editor Ricky Boyd - Deliverance Post Production
Released May 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Product/Service: FUEL
Date of First Appearance: May 19 2009 12:00AM
Executive Creative Director: Fran Luckin (Ogilvy)
Creative Director: Jonathan Beggs (Ogilvy)
Art Director: Catherine Conradie (Ogilvy)
Copywriter: Ian Broekhuizen (Ogilvy)
Producer: Liske Van Tubbergh (Ogilvy)
Director: Erik Van Wyk (Bouffant)
Producer: Janet Sender (Bouffant)
Brand Manager: Tristao Abro (BP SA)
Account Manager: Tanya Lissoos (Ogilvy)
Director of Photography: Tim Pike (Bouffant)
Editor: Ricky Boyd (Deliverance)
Media placement: TV - M Net, DStv, SABC - May 2009

Describe the objective of the promotion.
The objective of this campaign was to drive fuel sales in a country where it is illegal to promote the sale of fuel. The legal issue aside, there were also other difficulties to overcome. Consumers were also not going out of their way to fill up at BPs for the following reasons: 1) The filling stations aren’t as conveniently situated as competitor stations. 2) Most South Africans consider all fuel on a par. 3) And finally, people had no emotional connection to the BP brand, seeing it as cold, removed and ‘non-local’

Describe how the promotion developed from concept to implementation
All we had to work with was our sponsorship of the 2010 World Cup. And the knowledge that South Africans are football mad. Could we use football, we wondered, to endear ourselves to the public and sell fuel? Enter The BP SA United Football League – a fun, crazy league consisting of teams representing diverse sections of the population. TV commercials showcased their ‘games’. PR got the media talking about them. Print/ outdoor reminded consumers about the ‘matches’. And radio drew people to forecourts where tickets to the Confederations Cup, the World Cup ‘warm up’, were given away.

Describe the success of the promotion with both client and consumer including some quantifiable results
As soon as the campaign launched in June 2009, we began getting floods of positive feedback. Consumers, as well as the media, were loving the campaign! This was seen formally in the R1074790 in PR value that was generated, and later in the increase in brand health measures that came out in research. But it was most evident in the significant increase in year-on-year sales over the campaign period, with June/August figures shooting up by an average of 6.7%, and by as much as 10.58% in August. Proving that communication that builds brand love, does indeed translate into sales.

Explain why the method of promotion was most relevant to the product or service
If your brand is not particularly loved, your filling stations aren’t as widespread as the competitors, and, most importantly, if you’re in a country where fuel sales are not allowed to be incentivised, people are not going to go out of their way to fill up at your pumps. But if you give them a reason to love your brand and actively seek it out, fuel sales automatically go up. South African’s love football. And they love to laugh. Especially at themselves. Which is why The BP SA United Soccer League turned out to be an extremely powerful promotion.