Challenge

bp announced it was launching it's first loyalty scheme for customers. A very big deal for the business but how do you make it a big deal for the media?

Creative

We developed a brand story on the emotional benefits that come with bp’s rewards scheme, and aligned to the ‘everyday brighter’ customer promise, we established bp as the owner of Feel Good Loyalty, a new territory for the brand. This included the UK’s first-ever Feel Good Index that identified the 50 things that make us feel great. 

Execution

Announcing our Feel Good Index to the nation on a Friday (the most Feel Good day of the week) we partnered with the UK’s leading happiness expert to highlight why it’s the small things that have the ability to make us feel so fantastic.

Influence

41 pieces of national press. 

18 broadcast interviews.

4 BBC stations.

1 million customer sign ups in the first month.