PR WEEK AWARDS 2001: Campaign - Brand Development Campaign of the Year 2001. Sponsored by On The Scene Productions




Ogilvy and BP - 'Taking BP Beyond'

Ogilvy Public Relations Worldwide used the old-fashioned PR skills of show-and-tell, combined with a little entertainment, to help British Petroleum (BP) achieve a new, unified, international brand identity, created around the notion the oil giant was going 'beyond petroleum.' The capstone of Ogilvy's campaign - a covert Atlanta warehouse containing a prototype of a new BP service station that was unveiled to the company's top dealers, followed by a lavish dinner and other events - was enough to propel the agency into the winner's circle for PRWeek's Brand Development Campaign of the Year.

The campaign faced an obstacle course of difficulties. After a 1999 merger folded Amoco into BP, the company acquired both Atlantic Richfield and Burmah Castrol, meaning Ogilvy and BP were attempting to create a single global brand from four distinct trademarks. BP's minor presence in the US, compared to Amoco and Atlantic Richfield, also risked alienating people with the image of a foreign company taking over well-known American names.

To top it all off, rising gas prices had the public hot under the collar and the government looking closely at oil companies.

The campaign's budget - more than dollars 1 million - looked formidable until one considered that BP operates in 100 countries. Budgetary and logistical challenges were enormous.

Research came first, as Ogilvy looked at overall brand practices, industry perceptions about the company, wholesaler opinions of the BP brand and public opinion on gas prices. From the results, the agency developed a multi-pronged approach to BP employees on the 'case for change' and a vision of the new brand, set up speeches for executives to analysts and industry audiences, created internal 'brand champions' from BP's management ranks and arranged for an elaborate brand-launch day.

Externally, Ogilvy scheduled meetings between BP representatives and key dealers, developed a branding video and prepared in-station info memos for consumers. The day before launch, company vendors were invited to the clandestine prototype store in Atlanta, followed by major media.

Three weeks after the launch, BP held a three-day convention in San Francisco for 600 wholesalers to introduce the new brand.

The results were decisive. Employee response was overwhelmingly positive, with 96% asserting that the company was moving in the right direction.

Wholesalers and vendors were enthusiastic, especially after the Atlanta launch. Prime media in 20 countries prominently covered the brand launch, with a total of 1 million impressions recorded in North America and Europe. There were more than 100 TV and radio segments in the US alone.


Edelman and Korbel Champagne Cellars - Korbel Champaign Millennium Practice Party Tour

Viewing the Millennium as a uniquely 'bubbly' event, Korbel Champagne Cellars, the oldest American champagne maker, started looking for a tie-in five years ago. Teaming up with Edelman and committing a dollars 2.5 million budget, it mapped a strategy to feature Korbel as the first global sponsor of the Times Square 2000 celebration. The world's largest champagne bottle was commissioned and sent on a 42-market party tour. Champagne sales in general were in decline, but Korbel's millennial hoopla stirred a stagnating industry, pushing the company's 1999 sales up 22%. In fact, Korbel went 'dry' by year-end as inventory ran out.


Edelman PR and Pizza Hut - Pizza Hut 'Raise the Roof' Campaign

Marking the unveiling of a new logo and refurbishment of its restaurants, Pizza Hut launched its 'Raise the Roof' campaign, which also featured continuing efforts to place its logo on the International Space Station. Edelman estimates it got dollars 25 million worth of publicity from the dollars 175,000 budget, which was designed to position Pizza Hut as the vanguard of its industry. The 'Raise the Roof' campaign also earned Pizza Hut (owned by Tricon Global Restaurants) 80 TV interviews and 611 million print impressions. Eight consecutive quarters of same-store sales gains added to the buzz. Did the promise to make the first pizza delivery in space help? It didn't hurt.

Brand Development is a new award category

The Award

The award recognizes outstanding achievement in the continued development, or reinvigoration, of established consumer brands (products, services or companies) through the use of PR.

Finalists 2001

- BSMG and Adams Division of Pfizer - The Screaming Fans HALLS of Fame

- Edelman and Korbel Champagne Cellars - Korbel Champaign Millennium Practice Party Tour

- Fleishman-Hillard and Lands' End - 'Landing' Cyber Shoppers'

- Edelman PR and Pizza Hut - Pizza Hut 'Raise the Roof' Campaign

- Ogilvy and BP - 'Taking BP Beyond'

- Patrice Tanaka & Company and World Kitchen - Find Your Inner Chef @ Corningware eSchool


As a leading 'brand' and sole employee-owned company in the electronic publicity industry, On The Scene Productions is proud to sponsor the newly created PRWeek Award category of Brand Development Campaign of the Year. OTSP is a full-service production, distribution, monitoring and reporting company specializing in video news releases, video highlights packages, satellite media tours, radio media tours, public service announcements, audio news releases, Webcasts and corporate events.

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