Advertising ProjectADV 3008 – CRN: 50203Summer B - 2010

Advertising TEAM

•Joshua Maile

•Adam Nguyen

• Nick Veintimilla

-Investing in the future of energy -3rd Largest Energy Company-High Demand, with no clear leading brand-Moving towards a sustainable future

BUSINESS SITUATION

http://www.logomyway.com/designerMessage.php?cid=1746&did=42

Current Brand Personality

Future Brand Personality

• For future Millennial Energy Users to Baby Boomers (intended 16-70 years of age), BP is responsible today for all its actions, promising to go Beyond Petroleum as quickly and safely as possible.

POSITION STATEMENT

Brand Message MapAdvertising Objective: Now) To show that we are sorry and guarantee we are doing everything in our power to clean the oil spill and their be a final resolution. Future) To change Peoples perception of BP as a planet Oil Rapist to the leading company of alternative energy

Core Target Profile: People who are pissed off, People who are not necessarily pissed off but have a negative connotation toward the company. Indirectly government officials and politicians.

Think NOW/DO NOW-Those guys are nature criminals-I do not trust them-They irresponsibly cut corners to make a profit-I will not buy at BP

We held ourselves accountable for the Oil Spill and used all of our resources to make it right

DIFFERENTIATINGPROPOSITION

THINK IN FUTURE/DO IN FUTURE

-BP has learned their lesson.-BP is now my first/only choice in conveniently fueling up my alternative energy car. -BP sure solved the problem

SUPPORTOur Billons of Dollars contributed to the clean up and the pursue of alternative energy

TONE & MANNERFirst Months: apologetic and determined to make things rightFuture: Strongly committed toward a environmentally friendly world

Clean up the Oil spill and indemnify those affected

MANDATORIES

Creative Workplan

Purpose:•To change the consumer’s current bad perception they

do have on BP

Media to be Used:•Television •Newspaper

•Radio•Internet

•Magazines•Billboard

• 1st ad will attempt to de-villanize BP in the publics perception

• Our ad’s will be focused on the realization of our mistakes and we will take full responsibility for our actions

Campaign Idea

bp as a whole, dedicated to making things right again.

• Indemnification Payments• Building BP’s sub-brands

(Amoco & Castrol)• Target Government Officials &

Politicians showing the environmental efforts made over the past 10 years

Promotion Idea