Passion and knowledge are a powerful pairing. We are experts in global partner negotiations, activation strategies and toolkits; and the one thing that we know is that if you treat a licensed property as a magic bullet to buy fame or relevancy, it will do OK. But we like to set our standards higher than just OK.
BP approached us earlier this year looking for a promotional campaign that would drive fuel sales during a specific summer window. Given the timings and objectives, a partnership proved our most effective route. So our Licensing Team were briefed to identify the most powerful entertainment properties, then assess their merits in terms of equity relevance and audience profile; the latter using a combination of Global WebIndex, Facebook Audience Insights and Foresight Factory.
Jurassic World: Fallen Kingdom immediately stood out – the last installment was the 4th highest grossing film of all time, and this year signaled the 25th anniversary of a universally loved brand. As a worldwide phenomenon, the upcoming release stands alone in its scale to meet BP’s objectives, critically holding equal appeal amongst kids and adults to create a common connection point for shared fun.
When it comes to brand fit, the Jurassic Park and Jurassic World series feature iconic vehicles, unforgettable driving scenes, alongside themes of innovation, advanced technology, and adventure. A sentence as much befitting of BP as the film franchise.
However, pitching this partnership was the simplest part of the story – we only had two months from initial approval to launch. And this is where our expertise comes to the fore.
Every year we work with over 60 licensor partners to deliver 400 activations. These stretch across 100 markets globally. It’s given us an unrivaled operational knowledge of what really works. It also can’t hurt that we truly love doing it.
Developing a campaign visual identity, language and integrated communications toolkit meant crafting with a careful consideration of the consumer, BP and Jurassic World brands, studio and filmmakers. Cracking the core elements quickly then gave us scope to explore additional concepts to bring depth to the promotional experience, from a digital family engagement pack – tailored for the length of your car journey – to our awesomely comical Rev or Roar game. We also secured a unique prize property in Jurassic World VR sets, with 50 to be won every day for those that fill up with 30L on the forecourt.
The promotion’s inception to delivery shows that whilst license partnerships are plentiful, there’s a difference when it comes to creating experiences that are not just entertaining, but also immersive and relevant. So we’re eager to see the campaign’s success in market, to once again show how licensing and partnerships can be more than just a badging exercise.