BP Fuel Cards

Green Lights Re-Brand – internal marketing collateral


BP wanted to educate the internal sales team on the wide range of BP Fuel Cards available and also the benefits they offer their existing customers.

As part of the brief, Cygnus also had to explore photography options to assist with the roll out giving consideration to the two UK markets; car and van, and bus and truck.


bp-fuel

Our Challenge

BP Fuel Cards challenged Cygnus to re-brand an existing suite of internal sales team collateral that aimed to educate and provide knowledge to new and existing customers on the range of fuel cards and the many benefits they offer.

As part of the brief, Cygnus also had to explore photography options to assist with the roll out giving consideration to the two UK markets; car and van, and bus and truck.

bp-fuelbp-fuel

Our Solution

Cygnus took a fresh approach by exploring the new ‘green lights’ brand guidelines, looking at how engaging creative could be created using ‘green lights’ across the key propositions of:
• Control of Costs
• Security
• Network
• Driver Convenience

We also created eye catching imagery used across all of the rebrand collateral and image library styling across a suite of sourced photography but also allowed for clear navigation of
content across each element which included:
• Various brochures
• Animated infographic
• Sales Presentations
• Pull-up banners
• Imagery library

bp-fuel

Delivering a Successful Campaign

Cygnus created engaging yet simple design executions and headlines across a range of communications developed to work alongside the green lights guidelines. The ‘green light’ assets designed, cleverly drew out the customer benefits in an impactful way so they were the key focus throughout. A full suite of photography was also created for the UK market emphasising the various Fuel Card propositions and how these could be flexed across car, van, bus and truck markets.

bp-fuel

The result

The re-brand resulted in the internal sales team having a greater understanding of the range of BP Fuel Cards available and the many benefits they offer allowing for soft-sell promotion among existing customers as well as a gentle introduction to prospective businesses.