BP is making Australia run. Virtually. Run in a game to win prizes. Run in part of a campaign by WPP’s Team Energy to celebrate BP’s 100th anniversary. 120,000 Australians have given it a go so far.
The Great Aussie BP Run is spearheaded by a uniquely Australian arcade-style app, where BP customers can win prizes in-game and redeem them at BP stores nationwide. The BP Run game app was launched nationally, supported by a TVC, plus outdoor, radio, social and POS. Its reward is the chance to share in over 250,000 prizes, including instant snack wins, a daily $1000 cash draw and a major prize of a brand-new Mazda CX5. Customers just have to make a fuel or shop purchase, receive a game card and enter a code to unlock up to eight levels and five different characters to Play to Win.
David Ponce de Leon, executive creative director, WPP Team Energy, explained, “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.”
Since the campaign launched, the app has been downloaded over 120,000 times, has already reached the # 1 spot for free game downloads and is yet to leave the top 10. While 50,000 players have won, there are plenty more prizes on offer until July 3.
Lauren Outhred, brand marketing manager BP Australia, noted, “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.”
WPP’s Team Energy is a dedicated unit created specifically for BP, made up of talent from Ogilvy, Geometry and Millipede.
The game can be downloaded via the App Store and Google Play.
Credits:
Agency: WPP Team Energy
Executive Creative Director: David Ponce de Leon
Senior Art Director: Ryan Clayton
Creative Director: Lenna Boland
Head of Strategy: Virginia Pracht
Senior Account Manager: Margaux ‘Marge’ Boisson
Account Executive: Cherry Lin
Senior Broadcast & Content Producer: Alana Teasedale
Senior Designers: Andrew Vohmann & Shannon Riches
Managing Director: Wil Monte
Producer & Animation Supervisor: Keith Crawford
Senior Mobile Developer: Geoffrey Walker
Technical Lead: Kalvin Luu
General Manager: Patrick Toohey
Game Design Lead/Technical Lead: Samuel Baird
Design Lead: Jonathan Poynter
Junior Designer: Krystal Pham
Designer: Ben Weatherall
Business Director: Ewan Thornton
Investment Director: Caitlin Huskins
Media Executive: Lauren Corner
Client Lead: Molly Fahey
Production Company: Goodoil
Director: Molly Fahey
Executive Producer: Simon Thomas
Producer: Catherine Warner
Editor: Dan Lee
Colourist: Edel Rafferty
Photography: Hell Studios
Photographer: Tom Franks
Client: BP Australia
Genral Manager – Marketing and Innovation: Adam Arnold
Brand Marketing Manager: Lauren Outhred
Brand Advisor, Loyalty & Digital: Penny Chan
