BP
Green Driving Test.
Challenge

As fuel prices escalate, how do you justify why it’s worth choosing even more expensive premium petrol and diesel – claimed to make your engine more efficient?

Creative

No brand had measured the cost savings of learning to drive more economically. So to associate BP Ultimate with better fuel economy we created the first computer controlled Green Driving Test to calculate the money and emission savings from changing your driving style. 

Execution

Over 300 journalists and influencers took the test in the UK over four years. It became a 30 minute one off special on SKY TV, then a virtual experience.

Influence

BP liked the Green Driving Test so much it has been implemented in markets across the world and was used by athlete ambassador Jessica Ennis-Hill to launch BP’s key sustainability initiative. 

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