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
George P. Johnson announces two new senior hires

George P. Johnson announces two new senior hires

The agency continues to invest in leadership to support the development of its creative teams.

Brisbane lands Flight Centre's Global Gathering

Brisbane lands Flight Centre's Global Gathering

Brisbane has been selected to host one of the world's largest travel industry conferences, bringing a (AUD) $7 million economic boost.

Expert reveals UK's top 7 steam railway journeys

Expert reveals UK's top 7 steam railway journeys

Vintage trains in Scotland, England and Wales all make the list, offering groups a quirky and luxurious way to travel.

10 destinations to reach without flying

10 destinations to reach without flying

A list of places that can be reached using greener alternatives to air travel.

Business traveller habits revealed in new research

Business traveller habits revealed in new research

Smartphones are having a significant impact on business travel, according to a CWT poll.

How to tackle the rising issue of delegate stress

How to tackle the rising issue of delegate stress

There are lots of ways to remove the core stress triggers of certain delegates.

The rise of the 'super incentive'

The rise of the 'super incentive'

In a crowded market, a new level of incentive trip can make you stand out from the crowd, says TAG's Sam Robson.

Fresh Meet: 'Our aim is not global domination'

Fresh Meet: 'Our aim is not global domination'

Directors of brand new events agency, Meet, explain why they wanted to start a new venture and share their immediate plans.

'Stress and burnout' are challenges we need to tackle

'Stress and burnout' are challenges we need to tackle

Event Concept's Jo Higgs explains why looking after your people is so important and how training mental health first-aiders could help.

Case study: Leon Winter Award Celebration

Case study: Leon Winter Award Celebration

The event at Hawker House in London tied in perfectly with the fast-food chain's innovative approach.

LATEST JOBS