BP Invigorate
The importance of keeping our bodies fit and healthy is something most of us are aware of, but how often do you think about your car in the same way? It’s a question that inspired a BP campaign to promote a new gasoline additive in the US.
Known as Invigorate, the additive helps cars run ‘younger for longer’ by providing a vital cleaning effect on a car’s fuel system and helping to restore the engine to its previous state. Regular use then keeps the engine clean.
The additive was launched across the mid-West and east Gulf Coast in 2008, following a pilot programme. Success was almost immediate, with sales of BP gasoline outperforming the rest of the industry by 2%, and consumer brand ratings increasing significantly in terms of perception of product quality and value for money.
The additive was launched across the mid-West and east Gulf Coast in 2008, following a pilot programme. Success was almost immediate, with sales of BP gasoline outperforming the rest of the industry by 2%, and consumer brand ratings increasing significantly in terms of perception of product quality and value for money.
This achievement was all the more impressive since it occurred just as gasoline prices hit record highs and the economic downturn began to bite. Bad timing? Not so, says Tony Carosielli, US Fuels product manager. "Ironically these economic factors created the perfect environment for a successful launch. Instead of replacing their vehicles more Americans were looking at ways to make their cars last longer. Gasoline became a hot topic in workplaces and in family homes, and the message of a gasoline product that allowed the consumer to make their car younger again found a very receptive audience. Rather than focusing purely on price, an increasing number of people wanted value for money in their choice of gasoline and Invigorate was well positioned to fulfil this demand."
The story behind Invigorate really began in 2005, at a time when premium gasoline sales were falling across the industry. Beyond price, most of us don't give much thought to the gasoline we put in the tank and this perception that 'gas is gas' made interaction with consumers difficult, despite targeted messages aimed at those who had previously been premium fuel buyers.
The story behind Invigorate really began in 2005, at a time when premium gasoline sales were falling across the industry. Beyond price, most of us don't give much thought to the gasoline we put in the tank and this perception that 'gas is gas' made interaction with consumers difficult, despite targeted messages aimed at those who had previously been premium fuel buyers.
So, BP changed its approach. Instead of restricting the benefits of gasoline additives to the 10% who were prepared to pay a premium, it made the technology available to every motorist. Work began with the global fuels technology team to create the right base molecule, which would be added to all BP gasoline, only with higher concentrations in the premium product.
At the same time, the fuels value chain marketing team began consulting consumer focus groups. "We wanted to convey that the use of an additive in gasoline provides many benefits. These advantages were clear to us but we needed a way of making them resonate with the average consumer," says Kevin Phelan, senior vice president for marketing. As a result of this research the analogy of looking after the car just like taking care of the human body was developed.
"It's very much like taking vitamins," Phelan continues. "Using a gasoline additive makes the car feel younger for longer. The image of getting the car fit in a similar way to a person going to the gym was well received."
At the same time, the fuels value chain marketing team began consulting consumer focus groups. "We wanted to convey that the use of an additive in gasoline provides many benefits. These advantages were clear to us but we needed a way of making them resonate with the average consumer," says Kevin Phelan, senior vice president for marketing. As a result of this research the analogy of looking after the car just like taking care of the human body was developed.
"It's very much like taking vitamins," Phelan continues. "Using a gasoline additive makes the car feel younger for longer. The image of getting the car fit in a similar way to a person going to the gym was well received."
This strategy was a discrete departure from the technical emphasis that was typical across the industry in traditional gasoline advertising. As Linda Bartman, director of brand and marketing communications explains: “The ‘younger for longer’ message allowed us to develop a strong message that related well to consumers. It linked putting good things in your car and helping your engine get healthier, to putting good things in your body and promoting a longer and healthier life. Our campaign also focused on athletes talking about what they do to stay healthy, making the link to the BP product.”
This type of message allowed the company to go to market in unconventional ways. "We undertook an ' Invigoration mobile tour' which visited cities throughout the US, raising awareness among consumers about the product, while providing unique consumer activities," says Bartman. "The local campaign was focused on building deeper relationships with the consumers and was just one facet of a 360 degree campaign, in addition to the simultaneous TV and radio channels."
Naturally, the strategy has had to take into account public perception of BP following the Gulf of Mexico oil spill but customer focus groups have also shown that while views of the company are lower, perception of product quality has increased slightly. "The development and launch of Invigorate has strengthened our customer relationships and supported our sales volume through 2010," says Carosielli.
Naturally, the strategy has had to take into account public perception of BP following the Gulf of Mexico oil spill but customer focus groups have also shown that while views of the company are lower, perception of product quality has increased slightly. "The development and launch of Invigorate has strengthened our customer relationships and supported our sales volume through 2010," says Carosielli.
The success of Invigorate has been a real team effort, pulling together the skills of the whole fuels value chain - an effort rewarded at the end of last year with a nomination in BP’s annual internal recognition programme.
