CREATING BP'S SPONSORSHIP OF THE
2012 OLYMPIC GAMES
In the summer of 2012, after two and a half years of work, we launched a three-month, fully integrated campaign to announce BP’s
sponsorship of the London 2012 Olympic Games.
The campaign reached an audience of 20 million people in the UK, 9 million visitors to London,
and 4 billion people worldwide who watched the 17 days of sport.
PRINT & OOH
COMBINING nine, 96-SHEET POSTERS FOR
EUROPE'S BIGGEST POSTER.
The Cromwell Road Super-Site is unique in the UK. Situated on Europe’s busiest A road, it serves as the main gateway
from Heathrow Airport into London, giving it X-factor status in UK outdoor advertising.
We combined nine separate 96-sheet posters into a single Olympic-sized message,
using photography from the print campaign alongside 20-foot-tall cut-outs of athletes.
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.
Expandable banners reveal all the heroes and lead the viewer to each individual video.
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 aN integrated digital campaign with Channel 4, using its TV coverage of the Paralympic Games.
Our goal was to enable 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 directly into the Ad-Break
just moments before the athletes competed in their events.
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.
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 for daily highlights of the Olympics.
‘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.
