Following the success of our BP ‘Ultimate Rally’ game, marking BP’s sponsorship of the Dakar Rally, we developed the sequel: ‘BP Championship Rally’. The objective: to heighten awareness of BP’s sponsorship of the World Rally Championship, demonstrate the relationship between BP & Ford, whilst reinforcing product benefits.

A high performance cleaner fuel, BP Ultimate gives motorists an additional 26km per full tank. Similarly in the game, re-fuelling with BP Ultimate over an unbranded fuel is the only way to complete the game. The game launched on 23.02.07 receiving 12m audited plays within one week, and average interaction time of 6 minutes.