Bo Hellberg presents this case study on BP. While looking to develop clean fuels and alternative energy sources, at the same time as recognising that its use of performance fuels and oils remained essential to the company's portfolio, the corporation needed to develop a messaging campaign that wouldn't confuse its consumers or shareholders.
OgilvyOne Viewpoint #11 - BP and the power of the Long Tail
BP turned to digital media platforms to communicate its messages, effectively unleashing the power of the Long Tail.
BP HAS COME A LONG WAY on the road to Beyond Petroleum. The company...