BP has historically been a trusted, well-known fuel option in the UK with reliable stations throughout the country. Their ambition, however, was to move beyond reliable to special and sought after. So our goal - to make BP the stop of choice, not just one of convenience – was set. We had to devise a new way to make BP matter to drivers across the UK.

We discovered that not only do BP stations have a variety of premium products on offer, their cutting edge fuel technology and regularly improved sites, sets them miles apart from its' competitors. 


To demonstrate these points of difference and encourage consumers that BP was worth reconsidering, we produced a robust out of home and radio campaign inspired by real consumer truths.

The campaign succeeded in increasing fuel sales and store footfall. It also helped build a stronger relationship with our customers, helping to shift BP from a station chosen based on price and location, to a station chosen on preference and affinity.