BP Campaign, London
Adrian J Cotterill, Editor-in-Chief
Anyone else noticed BP using various digital Out of Home media across London?
The campaign which was we believe planned and bought by Mindshare and Kinetic uses CBS Outdoor Digital Escalator panels and Xtrack projections as well as TITAN Transvision and various JC Decaux digital screens at London City Airport.
Lucy Catchpole, Senior Account Director at Mindshare Outdoor told us “Digital offered us a unique platform to display multiple messages and enabled us to broadcast BP’s energy diversity; a function that traditional OOH formats could not offer us.”
The use of digital Out of Home is the first phase of a much wider integrated media campaign which we believe will launch in November.
The campaign which considers the issue of energy diversity is aimed at communicating the measures that BP are taking to combat the world’s reliance on oil as it’s main source of energy.