BP develops a DOOH campaign with user-generated content

British oil company British Petroleum, BP, wanted to honor the forgotten heroes behind the London Olympic Games 2012 in a digital outdoor advertising campaign that uses their photographs from a Facebook contest.

BP, London Olympic sponsor 2012, is paying tribute to the heroes behind the Olympic Games by using their photographs in the brand's digital out-of-home ads that have been installed across London. The images come from a contest in which you had to upload a photo to BP's Facebook to win tickets to the London Games 2012.

The ads have been created by Ogilvy and produced by Grand Visual. The photographs will be moderated and chosen through Grand Visual's OpenLoop platform, allowing brands to launch ads in multiple digital outdoor advertising formats at the same time. The digital outdoor advertising campaign has been planned and managed by Mindshare and Kinetic and for it the mupis of CBS Outdoor on the London Underground, the screens of JCDecaux at train stations and the premium network ECNlive.

Mark Rose, BP brand manager in the United Kingdom, has stated: “At BP there are many people striving to make these Games a success.”. For this reason, we believe that it is important that they be recognized for their contribution.”.

For your part, Will Awdry, Ogilvy creative director, has pointed out: “The true test of the BP team's campaign is whether it is picked up and spread across social media.. The digital-out-of-home space is where broadcast and transmission can mix with interaction and exchange. Although we are delighted with the work, There's even more fun for audiences to create.”