ABOUT

Ogilvy helped BP strengthen its brand through its sponsorship of London 2012. In Britain, we harnessed BP’s unique status as part of the fabric of society, creating a campaign featuring ‘The Home Team’. It showed how, unlike other sponsors, who were often more focused on driving sales, BP was working behind the scenes to help deliver a successful Olympics for everyone. They also supported the local Olympic and Paralympic teams in the US and seven other markets where they have operations. Here too, we emphasised support rather than sales.
As well as creating the campaigns, Ogilvy led a cross-disciplinary team of agencies and established a global hub to manage the huge volume of content created.

Results: The campaign was successful in three crucial ways: 1. It grew BP’s brand preference. 2. It helped build advocacy among key influencers. 3. It inspired pride among BP’s employees and partners.