CREATING BP'S SPONSORSHIP OF THE
2012 OLYMPIC GAMES
In the summer of 2012, after two and half years of work, we launched a three month,
fully integrated campaign to announce BP’s Sponsorship of the London 2012 Olympic Games.
Working across multiple platforms, we utilised TV, digital print, live publishing, animated banners,
video interviews, a dedicated website, press ads, posters and Super-sites – all to salute
‘the Home Team’. A 60-second TV commercial launched the campaign.
Below is a selection of the work I created.
The campaign was launched to an audience of 20 million in the UK through TV and OOH,
9 million visitors to London and 4 billion people around the world who watched the
17 days of sport
REACHING THE AUDIENCE THROUGH DIGITAL
The Evening Standard's newspaper and website were the perfect place to speak to London.
We created digital content featuring the athletes and the people who helped make the 2012
games possible. Each page supported bespoke interactive click-through video interviews.
Click image to enlarge
Expandable banners reveal all the heroes and lead the viewer to each individual video.
Below is an example of one of our animated digital banners.
USER-GENERATED CONTENT
The campaign continued via Facebook, where people could nominate their own ‘off-the-track’
hero who was playing his or her important part in making the Games happen. This allowed us
to integrate user-generated content from BP’s dedicated Facebook page. Once ‘The Home Team Heroes’
were selected, their photos were uploaded directly to multiple digital sites across the capital.
MEDIA FIRST: Tweeting straight into the ad break.
We created a supporting integrated digital campaign with Channel Four, using their
TV coverage of the Paralympic Games. Our goal was to allow viewers to tweet their
support for the three BP sponsored Paralympians. Using Twitter, we made it possible for
them to send messages of support and encouragement just moments before the athletes
competed in their event.
Click below to see a recording of the live ident on Channel 4 for the Paralympian
Richard Whitehead.
The Launch: A 60-SECOND TV Ad.
The campaign was launched nationwide with a 60-second TV ad during peak viewing time.
It featured the track ‘Redemption Days’ by Josh Oso. The track went on to be used consistently
by the BBC and ITV as the backing track theme for daily highlights of the Olympics.
You can watch the ad below.
PRINT, POSTER AND MEGA-SITES.
Our Print ads, Adshels, digital escalator panels, 48-sheets and 96-sheets all carried the same message,
'Here’s to the Home Team'.
Click images to enlarge
COMBINING nine, 96-SHEET POSTERS FOR
EUROPE'S BUSIEST ROAD.
The Cromwell Road Super-site is unique in the UK. It is Europe’s busiest A road and is the
gateway from Heathrow airport into London. This gives it an X-Factor status in UK outdoor advertising.
We combined 9 separate 96-sheet posters into one Olympic-sized message using photography
from the print campaign and 20-foot tall cut-outs of athletes.
Click images to enlarge
DIGITAL 48-SHEETS
Digital 48-sheets were enlisted at stations around London to wish good luck to the athletes
on the day of their events. The posters were updated as the events took place.
Below is an example of an 'AM and PM' posters
‘PASS ON THE OLYMPIC FLAME’.
THE UNIQUE TORCH RELAY APP.
This idea used ‘Bump Technology’ which allows data to be passed from smartphone to smartphone
just by ‘bumping’ them together. After downloading your own London 2012 Olympic torch,
you can pass on the flame to whoever else has the app, creating your very own relay.
You could create your very own Olympic legacy by passing it on to as many people as possible.
Once the torch was lit, you would have access to dedicated online information and unique
interviews with competing athletes. People with very high relay scores (passing on the flame to
large numbers of others) would win tickets to the Olympic finals. The ultimate winner would
win tickets to the Closing Ceremony. Although BP loved the idea, sadly, it became a victim
of development timing and never made it past the finishing line.
