BP created an above-the-line campaign for their fuels - we can't call them ordinary or regular fuels, BP don't like that. The trouble was one of their major customers was fleet managers and the campaign seemed too 'light' for their needs. Our job was to make it more 'businessy' for them. A slight shift in tone of voice without losing the green light campaign look. 

BP's diesel is so good it actually saves money on fleet running costs and reduces engine deposits. This makes engines run more efficiently for longer. And we worst bit? They weren't telling anyone the facts. Until now.

Although fuel consumption and clean engines is a big plus for fleet managers they have been told this until they're green in the face. With the BP Fuel Card as the big hero we were able to tell them about ways to keep in control of spend on the road and approve expenses the second they're spent. So it's great fuel with great control tools, as well.