Ogilvy Group has won the launch campaign for BP’s new “targetneutral” initiative following a three-way pitch.
Targetneutral.com, which enables drivers to calculate the cost of the annual CO2 reduction required to make vehicles CO2 neutral, launches today (Wednesday).
Ogilvy, which handles the oil giant’s &£150m global advertising business, pitched against Digit and Blue Barracuda to win the project, which involved creating a website and an interactive campaign to support its launch.
BP says the site gives drivers the opportunity to take personal action against climate change by entering details of their car and mileage. They can then pay to offset the carbon emissions and the company will use the money to fund sustainable projects. Drivers also get a sticker for their cars to say they have paid to neutralise the amount of carbon emissions it produces.
An average car, driven 10,000 miles a year, generates approximately four tonnes of CO2. It will cost drivers &£20 to neutralise the emissions. BP UK head of country Peter Mather says: “Targetneutral is a practical and straightforward step that BP is taking to enable drivers to help the environment. BP is taking the lead because our research shows there is a huge consumer demand for such a scheme but a general feeling from customers that they don’t know where to start.”
Ogilvy held onto BP’s global advertising business two years ago despite the company talking to other agencies (MW June 3, 2004).