BP is launching a television programme aimed at teaching motorists to drive more economically. The half-hour shows will be fronted by motoring journalist Quentin Willson (pictured).
The programme, called Drive Greener and Save Money with Quentin Willson, airs on Information TV from July 18 and will run every evening from 9pm for four weeks. Willson and five ordinary drivers will be followed as they take BP’s Ultimate Green Driving Test, which is a challenge to drive as far as possible on one litre of petrol. Practical tips on greener driving will be given.
BP says the Willson show is the “central hub” of an integrated marketing campaign to help motorists get more value from BP’s fuels. A publicity drive will preview the show in print and online and clips will be seeded in websites.
At the same time, BP will announce the results of tests held over the last 12 months, which will reveal the amount drivers could potentially save on their fuel bills.
In May, Willson signed up as brand ambassador for a £3m push for BP’s Castrol Oil range. The Right Oil for Your Car campaign, created by Ogilvy Advertising, was aimed at teaching drivers the importance of using the correct oil for the type of car they drive (MW.co.uk May 30).
Last week, BP signed up to be the sixth Tier One sponsor of the London 2012 Olympics. The deal understood to be worth at least £50m will make the brand the official oil and gas partner for the Games (MW.co.uk July 4).