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Advertising Project ADV 3008 – CRN: 50203 Summer B - 2010

Advertising Project ADV 3008 – CRN: 50203 Summer B - 2010. Advertising TEAM. Joshua Maile. Nick Veintimilla. Adam Nguyen. BUSINESS SITUATION. -Investing in the future of energy -3 rd Largest Energy Company -High Demand, with no clear leading brand -Moving towards a sustainable future.

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Advertising Project ADV 3008 – CRN: 50203 Summer B - 2010

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  1. Advertising Project ADV 3008 – CRN: 50203 Summer B - 2010

  2. Advertising TEAM • Joshua Maile • Nick Veintimilla • Adam Nguyen

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

  4. Current Brand Personality

  5. Future Brand Personality

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

  7. Brand Message Map Advertising 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. DIFFERENTIATING PROPOSITION THINK IN FUTURE/DO IN FUTURE 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 -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 SUPPORT Our Billons of Dollars contributed to the clean up and the pursue of alternative energy TONE & MANNER MANDATORIES First Months: apologetic and determined to make things right Future: Strongly committed toward a environmentally friendly world Clean up the Oil spill and indemnify those affected

  8. 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

  9. Campaign Idea • 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

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

  11. Promotion Idea • Indemnification Payments • Building BP’s sub-brands (Amoco & Castrol) • Target Government Officials & Politicians showing the environmental efforts made over the past 10 years

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