BP for Mindshare

Invigorate Fuel Launch Campaign

Campaign Objectives: BP enhanced their fuel offerings by introducing an additive called "Invigorate" in all fuel products. The additive helps your car run younger for longer by cleaning and protecting the engine. The fuel was introduced to select DMAs in early July and BP needed to create broad market awareness across 22 of their priority markets, showcasing the benefits of using Invigorate Fuel.

Centro Solution: Centro worked with Mindshare to create a launch and maintenance plan for the Invigorate product. The launch plan featured high impact Corner Peelback units and Homepage Roadblocks to create broad awareness in BP's priority markets. The launch message was then reinforced with targeted placements running before peak summer travel dates to remind drivers of the benefits of Invigorate Fuel before they hit the road.