Challenge

We were tasked with helping BP launch it's new payment platform BPme in the UK. However, a fuel payment app isn’t the sexiest of subjects!

Creative

We looked at the pure customer benefits of the app – time saved with every payment – and developed BPme time. Our creative platform was brought to life through a multi-layered campaign involving a content partnership with The School of Life, a media and global stakeholder launch event, consumer research and the UK’s top family influencers.

Execution

A 4,000 word white paper, 10 illustrations and a 2.5 minute animation defined ‘me time’ for the modern day; in addition to a bespoke ‘me time’ workshop and gifting for media and BP stakeholders. We also conducted research into parents’ biggest stress triggers when it comes to time and commissioned dad influencers to create content highlighting the time saving benefits of the app. 

Influence

1 published whitepaper.

29 app reviews in launch week.

30 media event attendees.

70 pieces of coverage. 

4.17m views and 355 social shares.

6 dad influencers creating 18 pieces of content with a combined audience of 1.2m.