Our challenge was to convince drivers that BP Ultimate fuel is worth a price premium by demonstrating its benefits over ordinary fuel. Our solution was to explain through experience. In other words, we wanted to use online media as live demonstrations of the benefits of BP Ultimate: more miles per tank, less emissions, more power, better performance in cold conditions. Using a series of rich media platforms we made the ads visually and technically challenging to create cut through. The ads reward the user with their playful simplicity and rich interactivity.