Prism started working with BP in late 2019 as part of WPP’s Team Energy. Prism were given the dual task of increasing local market engagement with the sponsorship as a tool to support business growth, and to also help increase the relevance of BP’s relationship with Renault DP World F1® Team with end customers.
The project was brought to life through the creation of ‘The Commercial’, a short comedy set at a BP service station. Over the course of a one-day shoot, Prism captured a suite of social media assets featuring Renault DP World F1® Team driver Daniel Ricciardo.
The assets and subsequent digital activation toolkits were created and shared with BP’s key markets for use across the 2020 F1 season.
Due to the COVID-19 crisis, markets have not been able to fully leverage the content as the season was put on hold. However, despite this, the video has drawn 2.3m organic views on BP’s central YouTube channel. The content outperformed on social, with the main edit on Twitter delivering 1500% higher impressions than average and the Trailer on Facebook achieving 500% higher reach than average.