BP moving beyond petrol

The campaign takes a two pronged approach: visuals of what it means to go beyond the obvious, supported by a series of short statements of how BP attempts to go beyond just petroleum.

Rams Ramashia, BP's Chairperson, says: "The BP brand is well known and loved by South African consumers, which is why for the past four years we have enjoyed the top spot in the petroleum sector in the independent SA Brands and Branding survey.

"In developing a new campaign, our intention was to build on the existing positive reputation we have in the market place. In particular, we wanted to articulate our concept of going beyond, and how this approach brings to life our brand values of progression, innovation, performance and green".

The TV campaign sets the scene which is carried through using billboards, magazines and newspapers.

Greg Burke, Ogilvy Cape Creative Director, says: "BP's global slogan 'beyond petroleum' is all about its unshakeable commitment to human progress.

"It is a brand which is striving to be better. Everything BP does from Cleaner Fuels to solar power on its forecourts, from community initiatives to corporate sponsorships, from coffee at its Wild Bean Cafés to fresh bread and good value at its BP Express convenience shops, it is all about being better."