BP Products North America Inc. (Warrenville, Ill.) has announced the roll-out of BP gasoline with Invigorate, a full-slate gasoline product that will arrive in 39 markets and approximately 5,000 sites yet this year, with plans for a complete launch of the product slate at all BP locations east of the Rockies by July 2009. BP is rolling-out its largest product launch in the company’s history with the help of its partner agencies through a lifestyle campaign that is unique among gasoline companies – by focusing on the health benefits of the product.
To help tell the story, BP partnered with professional surfer Ryan Helm, marathon runner Linda Quirk and mountain climber Wendy Booker. The three Team Invigorate athletes excel in their given sports despite their age or abilities, and exemplify the Invigorate product promise of feeling “younger for longer.”
In addition to the three athlete spokespersons, BP is building on its 2007 Helios Power campaign by using animated characters and images to communicate the engine-cleaning benefits of BP gasoline with Invigorate. The ad campaign, led by Ogilvy Chicago and media buying agency, Mindshare Chicago, began July 2, 2008 in 39 local markets and features an animated professor, Professor Beep, who explains how BP gasoline with Invigorate helps cars run younger for longer.
To supplement the traditional ad launch, Wunderman Toronto provided the new design for BP retail site treatment branding and all on-site POP, as well as email communication and direct mail. In addition, Wunderman is managing an online sweepstakes that provides the chance to win a grand prize of $10,000 in BP gift cards by asking consumers to answer the question, “What do you do to make yourself feel younger for longer?” This question makes the sweepstakes personal, allowing consumers the opportunity to express their individual feedback, creating synergies with other program elements.GolinHarris Chicago is providing public relations support and managing media relations efforts surrounding the launch, including first-time outreach to prominent blogs in select launch markets. Each blogger receives BP gift cards to sample the gasoline and share opinions of the product on his blog. GH is also managing one of the summer’s largest mobile marketing tours – dubbed the Invigoration Station – where consumers are encouraged to spend time on a surfboard simulator, rotating rock climbing wall and a running treadmill as they ride, climb and run in the steps of the Team Invigorate athletes and learn how to live younger for longer.