Oil and gas company BP appointed events agency innovision to create a launch event for its new anti-dirt fuels with active technology. The five-day event, which was called #OurFuelStory, invited 650 delegates including dealers, industry partners, B2B customers and BP employees to the ADAC Driving Centre in Berlin from 18-22 April 2016.
The brief was to create an ‘exciting and memorable experiential event’ which differentiated from the standard media launch. BP wanted to tell the story of its new fuels in a way that would increase brand and product awareness and drive behavioural change.
Following a competitive pitch process, innovision created a product launch event that told the story of the new fuels through the creation of immersive, multi-sensory and interactive environments. Each environment represented one of three chapters in BP’s #OurFuelStory, which were Problem, Solution and Benefit.
The event’s ‘story’ started in a science museum-style space with a range of interactive installations and specially commissioned artworks to demonstrate the ‘Problem’ of dirt as the hidden enemy. In the second chapter and the ‘Solution’ zone, delegates were led through a fully animated tunnel and into a 360-degree cinema experience, where they watched a 4D movie that brought to life the inside of an engine and showed the technology at work. Innovision partnered with studio Immersive for the design, creation and direction of the 4D animation, which was available to take away after the event and viewable on a VR device.
The ‘Hub’ represented the third ‘chapter’ of the event, where delegates could learn more about the benefits of active technology and take part in physical and virtual destination-themed driving experiences. The agency amplified the event with a cross-platform social campaign across BP channels using #OurFuelStory.
Nicola Buck, global brand director of fuels at BP, said: "This was our biggest fuels launch in ten years. Innovision took the time to understand our product and vision for the event, which was flawlessly implemented and exactly right for BP and for our guests."
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