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BP appoints BEcause for major experiential drive

By Joss Davidge

BP has appointed BEcause to design and deliver a nationwide experiential roadshow to bring to life the brand’s new “Green Lights All the Way” advertising campaign.

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The idea behind BP’s “Green Lights All the Way” ad campaign, devised by Ogilvy & Mather London, is to position the retailer as a “beacon at the side of the road” - the bright green light that helps send people on their way ready and refreshed thanks to first class service and premium products. 

Teams of BEcause brand ambassadors will be touring the country for 155 live days from now until September, surprising and delighting consumers with unexpected free treats and experiences to make their day that bit better.

The roadshow will feature two tiers of activation – a large experiential stand at 9 county shows, plus 134 days of touring activity from a pop-up trailer experience.

At the country shows, a flagship 100m² experiential stand will offer complimentary refreshments, entertainment and seating, replicating the welcoming service of a BP forecourt.  A 5m high BP Totem will act as a giant beacon for the stand, whilst consumers will be invited to take part in a green laser game challenge for a chance to win prizes. 

The smaller pop-up experience will feature two branded trailers, serving free Wild Bean Café drinks and tasty snacks.  An inflatable totem and green under-vehicle lighting will create added visibility for the experience, which will visit town centres, local parks and small regional events. 

Sharon Richey, CEO of BEcause, comments:

“Green Lights All the Way is all about building a strong emotional connection between BP and its high value customers by giving people free treats and experiences in unexpected places, just when they need them most.  It’s a brilliant way to let people know the kind of refreshing and friendly experience they can expect when they visit a BP forecourt.”

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