bp
Corporate Repositioning, Crisis Management Messaging, 360° Integrated Marketing
The Deepwater oil spill of 2010 changed everything for BP. For the next two years, what both locals and tourists wanted to know most was are the beaches open and is the seafood safe to eat. They also wanted an honest, easy-to-understand progress report and to know where specifically BP’s committed $20 billion was going.
Our ‘Voices from the Gulf’ effort focused on the improvement of the ecosystem, the tourism and seafood trades that depend on it. A heavy broadcast, digital & social effort went into play in the form of periodic progress reports from those on the front lines: the people who make their livelihood from the Gulf.
After 2 years, in addition to the restoration, BP was finally ready to talk about the individuals at BP that were continuing to pioneer new discoveries and technologies to help solve the world’s energy needs.
agency: Ogilvy/NY
restoration effort
rebranding effort
