BP

Global energy giant BP – headquartered in London for more than a century – has been running a high-profile campaign as part of its partnership with the London 2012 Olympic and Paralympic Games, for which it is sustainability and official carbon-offsetting partner. The corporation aims to "inspire millions of people to think about the mobility choices they make every day" through its not-for-profit Target Neutral scheme.

Part of its London 2012 campaign involved an attention-grabbing insert in the ticket pack. Printed on 50% recycled polypropylene, the piece involved pop-out die-cut tags, each printed with a QR code and individual code. By visiting a microsite, ticket-holders were able to neutralise the carbon emissions involved in their journey to Olympic venues, with BP aiming to set a world record for the most individual carbon offsets at a single event.

And those visiting the Olympic Park itself were incentivised to make a further engagement with a souvenir photograph in front of a spectacular Olympic stadium backdrop available for ticketholders who took their individual tags along to the BP Target Neutral Walk.

Spokeswoman Sheila Richardson explains the broader BP campaign:

What sort of cross-media techniques have you been using?
"Ogilvy & BP have worked together to produce an exciting new campaign that celebrates every individual – from well-known athletes to the humblest people working behind the scenes – each making a significant contribution to the success of London 2012.  BP’s campaign launched in July,  ‘Here’s to the home team’, celebrates the disparate group of people who helped – in their own distinct and significant way – to deliver the greatest show on earth.  Athletes such as Lizzie Armitstead and Jessica Ennis, who BP supported, are featured in the ads, both in print and on TV."

How did you find the right supplier to meet your needs?
"We have used Ogilvy for a long time for our creative work and campaigns."

Are you finding any specific combinations of techniques to be particularly effective?

"In this world of multimedia, we believe using a variety of media is the most effective way of getting our message across."

What difference has it made to your business?
"We are not trying to sell anything – our idea behind the campaign is to raise awareness of the Games and to celebrate the athletes and those who support them and others. From athletes (like Jessica Ennis) who shine in the spotlight, to those in the background and humble people working behind the scenes (like tea lady Una Bird), all are doing their bit to help deliver the greatest show on earth. BP recognises that every individual contribution is significant, and we want to celebrate everyone who is involved in helping to make the Games a success."