How corporations can use television programming as the hub for a multi-media marketing campaign.
The challenge faced was to market BP fuel (in particular BP Ultimate Range of fuels) to the economically and environmentally conscious driver, and to use television as a way to integrate a multi-media marketing campaign.
To create awareness of the BP Ultimate range and to educate the driver how to use BP's fuels to get the most economical drive. The secondary objective was to highlight BP 'green' efforts as a company.
BP used Information TV to broadcast its own half-hour TV programme "Drive Greener and Save Money." with Quentin Willson. The programme provided practical tips on how to drive more economically. The programme featured the BP Ultimate Green Driving Test - a challenge involving Quentin Willson & five ordinary drivers seeing how far they could drive on 1 litre of petrol. At the same time as publicising the programme, BP announced the combined results of all of the Green Driving tests - many by motoring journalists - revealing how much Britain could save on their fuel bills.
The results lead to numerous positive press articles and publicity in such publications as The Daily Mail, The Daily Telegraph & The Daily Mirror.
The News story around the results of the Green Driving test gave the opportunity to create an integrated publicity campaign in news, lifestyle and motoring media outlets, with Television acting as the hub - the place where consumers could go to get genuinely useful information and advice.