BP oil spill
Out of context: Reply #386
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http://www.ogilvypr.com/en/case-…
How do you rebrand a group of recently merged oil companies as a unified global energy company?
In 1999, British Petroleum merged with Amoco and then acquired the Atlantic Richfield Corporation and Burmah Castrol. The newly re-branded, global BP sought to position itself as transcending the oil sector, delivering top-line growth while remaining innovative, progressive, environmentally responsible and performance-driven. BP sought Ogilvy's expertise to demonstrate to key opinion leaders, business partners and their 100,000 employees worldwide how the company intended to go "beyond petroleum".
Our recommendation was to position BP as a new type of global energy company -- one that confronts difficult issues like the conflict between energy and environmental needs and takes action beyond what is expected. Our goal was to engage BP's extremely diverse employee population in this transformation, unifying them under the new brand in the process.
For eight months, our team collaborated across practices, offices, and WPP sister companies to support the global re-launch. Our Brand Champions implemented change internally with leadership communications, toolkits, chat room promotions, CEO satellite broadcasts, town hall meetings and celebrations. To target the media, we produced a VNR of the new BP Connect retail service station and managed a press tour of the prototype with major media.
Response from BP's business partners in the U.S. far exceeded expectations. Launch day media coverage included top tier placements in print and broadcast, emphasizing the new logo and the effort to "go beyond". BP's global workforce responded as well. In the month following brand re-launch, 76% were favorable to the new brand, 80% were aware of the four brand values, and 77% believed it was credible for BP to go "beyond petroleum." The program garnered two 2001 PRWeek Campaign of the Year awards.
- that year, BP spent more on their new branding than on renewable energy research__TM