BP develops a DOOH campaign with user-generated content

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

BP, Olympic sponsor of London 2012, is paying tribute to the heroes behind the Olympics by using their photographs in the brand's digital outdoor advertisements 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.

Ads have been created by Ogilvy and produced by Grand Visual. Photographs will be moderated and chosen using Grand Visual's OpenLoop platform, that allows 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, screens JCDecaux in the train stations and the premium network of ECNlive.

Mark Rose, BP brand manager in the United Kingdom, Said: "There are a lot of people at BP striving to make these Games a success.. That's why we think it's important that they are recognized for their contribution.".

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

Other articles on CBS Outdoor, ECNlive, Grand Visual, JCDecaux, Kinetic, Mindshare, Ogilvy