Advertising

BP celebrates 100 years in Australia with mobile game and promotional campaign

By Stephen Lepitak | -

May 23, 2019 | 3 min read

To commemorate a century in Australia, BP has released the BP Run mobile game app which will be promoted using an accompanying above-the-line campaign.

‘The Great Aussie BP Run’ has been created by WPP’s Team Energy, which brings together talent from Ogilvy, Geometry, Millipede and Mindshare and will feature an app that allows customers to win from 250,000 prizes which can be claimed from the country’s BP stores.

Supporting the game will be a television campaign, outdoor, radio, social media and point of sale activity.

bp run hero

BP releases Run arcade-style mobile game

Customers can also enter a $1000 cash draw each day, where they will receive a game card when they purchase from a BP store. To enter, customers place a code into the app to unlock up to eight levels and five different characters where they will compete to win.

David Ponce de Leon, executive creative director of WPP Team Energy said: “Running down to the BP servo to grab bread, milk, petrol or a choccy is something all Aussies can identify with. We thought we should mark 100 years of BP in Australia by celebrating ‘The Great Aussie BP Run’ the best way we know how, by rewarding our customers. The ‘BP Run’ game it’s an incredibly fun way to do this and Aussies everywhere seem to agree.”

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

Lauren Outhred, brand marketing manager for BP Australia, added: “For our 100th year, we wanted to celebrate with our customers by creating a fun and uniquely Australian game. We saw this as a great opportunity to reward them for their loyalty. We are thrilled to see this campaign come to life after months of work and a momentous effort from the team.”

Prizes will be available to win until 3 July.

Last year, WPP was named as BP's preferred global marketing partner.

See the film by clicking on the Creative Works box below.

To stay up-to-date with all the advertising, design, and creative projects from around the globe, visit our Creative Works homepage.

BP Run by WPP

Overall Rating 4/5

Vote now
Advertising

More from Advertising

View all

Trending

Industry insights

View all
Add your own content +