BP Has the 'Power' to Make the Gas Station Experience 'A Little Better'

Company Unveils 'Helios Power' - a New, Innovative Retail Marketing Campaign

NAPERVILLE, Ill., April 4 -- BP is going back to basics with a new marketing campaign titled "Helios Power," dedicated to making consumers' gas station experiences "a little better."

"'Helios Power' is a renewed commitment to making things 'a little better' for our customers," said Linda Bartman, BP's Marketing Communications Manager. "We are re-emphasizing the basics like clean facilities, friendly service and people who will go the extra mile for consumers."

The $36 million advertising campaign launches today and includes national print, TV and radio, along with a special Web site, on-line promotions and giveaways.

"We want our customers to have a consistent and positive site experience," said Bartman. "Our customers tell us that anything we can do that makes things 'a little better' means a lot to them."

Instead of actors, the ads will feature a cast of animated characters, each with a name and distinct personality. Among the characters are the Beeps, magical workers who have the power to make things cleaner and more fun, and Burt and the Lighthouse Family, customers whose day has been made "a little better" by BP.

BP began developing the campaign early in 2006, testing the ads in select markets in the fall of 2006. The "Helios Power" campaign's national release is targeted towards 22-44 year-olds, split between married couples and singles, with 60 percent having at least one child living at home.

Through its fun, simplistic and humble approach, the campaign sets out to make an emotional connection with customers by incorporating the concepts of bold, green and real. Bold because it's creative and different from other gasoline commercials; green because BP offers tips to drivers on how to be more environmentally friendly; and real because consumers experience the difference at BP stations.

"With the 'Helios Power' campaign we hope to further connect with consumers and encourage them to turn into a BP retail site, where we're trying to make things 'a little better,'" said Bartman.

In support of the advertising campaign, BP will showcase "Helios Power" Point of Purchase (POP) materials at retail locations and distribute in-store giveaways with purchases. For example:

  - In April, packets of sunflower seeds bearing the message, "Plant a
    sunflower and make the world a little brighter"

  - In May, trading cards featuring the BP characters and a trading card
    wallet as giveaways

  - In June, children's travel activity books, again featuring the
    characters

For more information and downloadable ring tones, webisodes, e-greetings, Gas Mania video game and sweepstakes, screen savers and computer wallpaper please visit http://www.alittlebettergasstation.com/ .

About BP

BP markets more than 15 billion gallons of gasoline every year to U.S. consumers through 13,000 retail outlets and supplies more than four billion gallons of fuel annually to fleets, industrial users, auto and truck manufacturers, railroads and utilities.

BP is of one of the world's largest energy companies, providing its customers with fuel for transportation, energy for heat and light, retail services and petrochemicals products for everyday items. BP employs nearly 100,000 people and operates in more than 100 countries worldwide. In the United States, BP's family of brands includes Amoco, ARCO and Castrol.