BP’s ‘My BP Story’ campaign hops onto Kiwi screens with Peter and the Rabbit spot via Ogilvy

In a new brand campaign via Ogilvy New Zealand, BP tells a simple heart felt story about a rabbit left behind and the journey to return it to its owner.  

Largely low key in the brand space since the successful ‘Be Road Happy’ brand campaign of 2011 – 2013, BP has adapted the new global positioning ‘Go Your Way’ to develop a brand platform specifically for the New Zealand market. The strategy is about recognising the myriad of individual ways people make the most of their time at BP. In a 90 second launch spot we follow Peter on his journey to return the lost rabbit, showing how they make the most of the BP network, food, coffee and of course fuel.

VIEW THE SPOT

Says BP national marketing manager, Leigh Taylor: “We want to reconnect with New Zealanders, show them our personality and how proud we are to be part of New Zealand’s fabric. Our new platform centres on the telling of stories. Our forecourts are as much meeting places as they are quick and easy locations to fill up. We play a part in many NZ road trips and journeys.”

Adds Ogilvy & Mather creative group head Richard Loseby: “We wanted to show BP as a place where communities can rally together to make amazing things happen, so the brand is very central to the script. In the end it’s a delightful Kiwi story, well told, beautifully shot and with lovely performances you can’t help but watch over and over.”

The TVC launched last night across New Zealand TV channels with further iterations and adventures lined up as the campaign rolls out.

Agency: Ogilvy & Mather New Zealand

Senior Marketing Specialist: Simon Grigor