The live event and experience agency, innovision, created an experience to launch BP’s anti-dirt fuels with ACTIVE technology to an audience of international press, dealers, industry partners, B2B customers and BP employees.

The BP global launch event, named #OurFuelStory, hosted more than 650 exclusively invited guests from 15 countries over five days at the ADAC Driving Centre in Berlin.

BP’s brief was to create an exciting and memorable experiential event, differentiated from the standard media launch, through which to tell the story of the new BP fuels with ACTIVE technology in a way that would increase brand and product awareness, and drive behavioural change.

Following a competitive pitch process, innovision responded by creating a product launch event that told this exciting story through the creation of immersive, multi-sensory and interactive environments. Each environment represented one of three chapters in BP’s #OurFuelStory; problem, solution, benefit.

innovision further amplified the event with an innovative cross-platform social campaign across BP channels using #OurFuelStory.

‎Nicola Buck, global brand director of fuels at BP, said: “This was our biggest fuels launch in 10 years. innovision took the time to understand our product and vision for the event, which was flawlessly implemented and exactly right for BP and for our guests.”

Peter Germond, production account director at innovision, said: “We’re delighted to have had this opportunity to bring to life the story of BP’s best-ever dirt-busting fuels in a truly unique, fun and engaging way”.

Domino Duhan, head of digital at innovision, added: “There was an ambition from the outset to make this more than just your typical launch event. BP’s vision enabled us to dive into innovation, from unique VR experiences through to rich social activations, developing a digital narrative throughout the campaign.”