Case study: BP's #OurFuelStory launch event in Berlin

BP appointed innovision to put together its biggest fuel launch event in ten years, held in Berlin this April.

BP's #OurFuelStory launch event
BP's #OurFuelStory launch event

Objective:

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.

The Event:

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.

Client verdict:

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."

More brands:

Case study: Experian's Center Parcs away day

Redken USA appoints Wolf & White for Las Vegas event

Brand Lowdown: ITV events feed into wider vision

• For more case studies, as well as features and breaking news, sign up to C&IT Magazine's daily Newstracker here



Have you registered with us yet?

Register now to enjoy more articles
and free email bulletins.

Register now
Already registered?
Sign in
Brand Brewery wins Diversity and Inclusion in Grocery conference

Brand Brewery wins Diversity and Inclusion in Grocery conference

Brand Brewery reveals it will be the sole lead agency for the management and implementation of Diversity and Inclusion in Grocery.

BCD M&E consolidates all European acquisitions

BCD M&E consolidates all European acquisitions

BCD M&E will bring all acquisitions under one name from January 2019, including Grass Roots Meetings & Events.

In pictures: C&IT Incentives Retreat

In pictures: C&IT Incentives Retreat

Day one featured an incentive case study, panel talk and gala dinner, held at Chewton Glen Hotel & Spa.

Central London Venue Goes Single-Use Plastic Free in 2019

Located just off London's South Bank, 15Hatfields is an award winning sustainable venue which offers a range of contemporary, flexible and stylish event spaces.

Fears over long haul Brexit challenge among buyers

Fears over long haul Brexit challenge among buyers

Cutting costs pushed off the top among fears highlighted in a survey by the Business Travel Show.

How to justify the ROI of events

How to justify the ROI of events

More than half of corporate event planners find justifying ROI difficult according to C&IT's SOTI Corporate survey.

9 parts in the anatomy of a successful event

9 parts in the anatomy of a successful event

Report uses anatomical metaphor to describe the key features of putting on a successful event.

State of the Industry: Corporate Report first findings

State of the Industry: Corporate Report first findings

C&IT subscribers can begin reading our new report on corporate events from today including stats, trends and industry insights.

Mansion54 set to open in downtown Las Vegas

Mansion54 set to open in downtown Las Vegas

Venue set to open with a collection of unique and flexible spaces for special events set in a historic location.

Pricing wars will continue, ILEA report says

Pricing wars will continue, ILEA report says

Unless event services providers and producers find a way to offer distinct products professionals will lose out, ILEA says.

LATEST JOBS