• Impact_bp_2013-large

Breaking Out of a Price-Driven Market

In 2008, gas prices reached new highs and consumers were starting to use widgets and smartphone apps to find the lowest prices in town. BP had begun asking itself, “What’s the future of premium-grade gasoline in an increasingly price-driven market?” The energy provider took action, partnering with ?What If! to crack the challenge and better serve the needs of today’s drivers.

The energy provider took action, partnering with ?What If! to crack the challenge and better serve the needs of today’s drivers.

The initiative, which the team called “The Living Car,” highlighted the ways in which the proper “feeding” of today’s complex cars keeps them healthy and increases their longevity.

Health Provides Value—At Every Price Point

The BP–?What If! team identified a key opportunity: While competitive fuel brands pushed function and power, BP could tap into drivers’ emotional connections with their vehicles. The initiative, which the team called “The Living Car,” highlighted the ways in which the proper “feeding” of today’s complex cars keeps them healthy and increases their longevity. Just as people take vitamin supplements, BP could provide the cleaning additives that would help drivers “keep your engine younger for longer”—a solution they called "Invigorate". The BP–?What If! team believed that consumers at every price point would find real value in taking better care of their cars, and BP decided to break the industry norm of offering superior products to only the highest-paying customers.

Immediate Sales and Long-Term Loyalty

In the summer of 2008, BP made the bold decision to introduce the “Invigorate” additive across all three grades of gasoline (not just the premium grade, as per standard market practice) in all 10,000 of its U.S. stations. The results were instant and long-lasting:

  • As BP reports, “Success was almost immediate, with sales of BP gasoline outperforming the rest of the industry by 2 percent and consumer brand ratings increasing significantly in terms of perception of product quality and value for money.”

  • The impact of this brand strategy has been estimated in the several-hundred-million-dollar range.

  • The “Invigorate” team, spanning the whole fuel value chain, was honored by BP’s annual internal recognition program, and shares its story on BP’s website.

The impact of this brand strategy has been estimated in the several-hundred-million-dollar range.

MORE IMPACT STORIES

Impact_steinway_thumbnail
Steinway & Sons
Steinway & Sons teams up with ?What If!
Impact_telefonica_thumbnail2
TECH & TELECOM
Telefonica’s Youth Movement
Impact_rsa_v2_2013-thumbnail
FINANCIAL SERVICES
RSA Reinvents Pet Insurance
Impact_hersheys_small
FOOD & BEVERAGE
Hershey’s Plants its Kisses on Customers

FROM the greenhouse