As part of a strategic move to activate in music to grow the bp pulse brand, we sponsored CarFest, the UK’s largest family fundraising festival created by Chris Evans. 2023 was a test phase, to make learnings and assess if music sponsorship can enable bp pulse to increase awareness as an EV charging brand and build positive brand sentiment. With its loyal fanbase of motor and music fans, and with Chris Evans’ high media reach through Virgin Radio, CarFest was a great fit for bp pulse.
As part of our sponsorship strategy to ‘electrify music’ through both our EV charging capabilities and delivering electrifying brand experiences, we created the bp pulse EV silent disco – the world’s first EV silent disco powered 100% by electric cars charged by bp pulse. We also powered the community music stage with 100% solar energy and ensured our EV chargers for the EV cars on display were powered by a battery pre-charged on a renewable tariff.
Offering unique off-grid experiences to an audience which had a high crossover with the bp pulse target audience resulted in 56% now being aware of bp pulse who were not aware of the brand prior to the festival, 61% of attendees feeling more positive to bp pulse and 78% deeming CarFest to be a relevant sponsorship for the brand, paving the way for future brand activations in music.
