Client: BP South Africa
Brand: BP Ultimate
Project: Loxion Motorshow, Soweto
Media: Digital
Country: South Africa
Date Run: June 2008
BP Ultimate and Brandscape

DESCRIPTION

Brief
BP Africa approached Hypertag's local Authorised Partner - Brandscape Marketing Pty Ltd - with the objectives of both raising awareness of the BP Ultimate VW Rally Team and building the “More kilometers per tank” brand positioning for BP Ultimate amongst visitors to the first ever Loxion Motorshow held in Soweto, South Africa.  The brief also stated that BP wanted to extend the brand engagement of visitors to the motorshow.  The motorshow itself was unique in that it was hosted in the Mopanye Mall - a prestigious shopping centre located just outside Cape Town.
Solution
Promoters equipped with Hypertag's wearables were employed over the two-day motorshow event.   Visitors to the show were able to download a whole series of free mobile content from the Hypertags - this included branded images, videos and ringtones as well as prize vouchers.  By offering free prizes to consumers, BP was sure that the brand engagement would live on beyond the motorshow with people telling friends and family about the promotion.  Over the course of the two-day motorshow, BP benefited from over 4,250 content downloads.  Just over 900 of those downloads were prize vouchers, resulting in significant brand awareness and very high levels of brand visibility for BP as consumers walked away with BP-branded goods.  In addition, this campaign saw one promoter achieve a staggering 108 downloads in one hour of activity - a new record for Hypertag anywhere in the world.  Also of note was the conversion rate from mobile phone alert (over 7,500 alerts were sent out) to actual content download - more than 1 in 2 consumers stopped to engage with the brand.