Putting Safety First

BP is without doubt one of the most easily recognised brands and across the business and across the world the consistency, clarity and integrity of the brand is of the utmost importance.

Having worked with the Bitumen Division of this world leader for a number of years, our most recent project has been one which has helped the client reinforce its strict commitment to safety in its US market.

The creation of a direct campaign and associated customer materials to both rail and truck customers, was one which needed to provide a clear and strong message to all customers and users as to safety when handling and working with the bitumen product.

The message was communicated to targets across the US through a clearly branded ‘Safe’ package – Truck Safe and Rail Safe, both sharing visual equity, communicated a generic top line message of safety but also provided each market type with handy reference and information packs to support the safety message according to their specific activities. The use of technical literature, DVD and quick reference guides clearly positioned BP Bitumen US as the driving force behind safety in this market.