This month BP is unveiling a major UK advertising campaign to support the launch of its new range of Ultimate fuels with ACTIVE technology.

The UK campaign, part of a global launch, will be fronted by a new animated character called ‘Orby’, voiced by Scottish actor Dougray Scott. The campaign kicks off on Wednesday 16 March with a 30 second TV and radio spot that uses Orby to tell the story of BP’s new ‘dirt-busting’ Ultimate fuels.

The TV and radio elements will run until 10 April, with more than 1,000 BP sites in the UK experiencing a full forecourt point-of-sale (POS) takeover communicating the benefits of the new fuels between now and the campaign’s end in November.

The TV and radio activity will also be supported by direct mail to customers through BP’s loyalty partner, Nectar, and by digital advertising and PR activations. The campaign continues using the green “light writing” device used in BP’s “Green Lights All The Way” campaign creative launched last year and created by BP’s global partner, Ogilvy and Mather Group.

The TV adverts were created by Ogilvy and Mather Group and production house Blinkink, then localised for the UK market. The radio advertising was created specifically for the UK.

Natalie Cattermole, BP Fuels UK Head of Marketing said:

“We’ve listened to our customers to develop ’ACTIVE technology’, our innovative formula based on patented technology, that is in our best ever range of dirt-busting Ultimate fuels. The campaign will encourage consumers to recognise that dirt could be a hidden enemy in their engines.”

Samantha Giles, Managing Partner at Ogilvy and Mather said:

“This is a great moment for BP, launching a truly significant product innovation and we are delighted to introduce Orby to do this. Orby is a warm and loveable character who can help consumers understand the benefits of ACTIVE technology in new BP Ultimate.”

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