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BPTV goes live
Archived article dated Thursday December 14th 2006
Motorists filling up at BP sites in the UK may shortly be able to catch up on the latest news, local weather, live local traffic reports and special offers in the shops, while filling up with fuel.
Screens have been switched on in an innovative trial by BP at three forecourt sites - two in Milton Keynes and one in Derbyshire. If successful the pilot will be rolled out to more sites. Screens will be placed at petrol pumps, as well as in-store. A similar trial has started at BP sites in the US.
Chris Sedgwick, BP Retail's Global Retail Marketing Innovation Director said: “So far in the UK, there has been little innovation on petrol forecourts. BP's aim is to change that. We want to enhance the customer experience at site.” The BBC is providing the national news content, the local weather is provided by the Met Office and Trafficlink is providing the up to date local travel news.
Chris said: “We want to change a mundane functional experience for customers into something much more engaging for customers. We believe providing them with informative content such as localised traffic news, weather, entertainment even driver safety tips, will make their re-fuelling experience at BP more interesting.”
Chris said: “BP believes BPTV will present a great opportunity for advertisers. BP have over 6m UK consumers a week “glued” to the spot for up to 5 minutes whilst they fill their vehicle. Unlike traditional TV channels, customers cannot fast forward through the ads, cut them out all together or pop out and make a cup of tea !” We want to enhance the customer experience at site, as well as open a new revenue stream. This is why we are developing this new media channel, in partnership with Hughes Networks and Storecast Media who created the content.
Tagged as: bp | forecourt tv | captive audience
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