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bp
The Ultimate Road Trip.
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Challenge

Only a few people connect with their fuel choices. It’s low engagement, low knowledge and just part of life admin, unless you’re passionate about your car. With conversations typically around price and miles per gallon, how do you engage emotionally with families and fuel? 

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Creative

An emotionally charged, multi-layered campaign with Keeping Britain Moving (bp’s ATL) at its core. We established The Ultimate Road Trip to reveal what keeps Brits moving on road trips – curating the nation’s favourite in-car games, songs, quirks and habits that help us on our way. 

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Execution

For launch, research on how we keep things moving on car journeys created a national news moment, supported by our baffling online brain teasers. We then created hilarious content featuring comedian Mark Dolan embarking on a fateful UK road trip and secured an exclusive radio partnership with Absolute.

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Influence

12 pieces of national coverage.

34 social shares.

163m online readership.

295k coverage views.

1 million+ Facebook views.

And bp’s best performing social content to date.