Campaign details

Brand: BP (British Petroleum)
Advertiser: BP British Petroleum North America
Lead agency: Ogilvy

Effie awards category context

BP is a premium gasoline brand that has historically focused on selling quality gasoline to people who care about quality. But this segment was declining, and our new target audience was indifferent about gas. For them "gas is gas," and it's inconsequential.

To get the attention of this new audience we had to offer something they did care about: Experiences and tech.

Miles is an interactive, music-themed, gas pump that transformed the tedious act of getting gas into a fun experience.

Miles was introduced to Chicago and New York and quickly became a sensation, surpassing our expectations.

State of the marketplace and brand's business