BP Olympic ads overcome its blackened Deepwater reputation

The Olympics have certainly turned a lot of Londoners’ pre-Games skepticism into the warm fuzzies. That frown-upside-down phenomenon is working for brands too, even those tarnished by major disasters. BP, the widely vilified oil company whose reputation took a drubbing in 2010 for the Deepwater Horizon spill in the Gulf Of Mexico, has seen negative […]

The Olympics have certainly turned a lot of Londoners’ pre-Games skepticism into the warm fuzzies. That frown-upside-down phenomenon is working for brands too, even those tarnished by major disasters.

BP, the widely vilified oil company whose reputation took a drubbing in 2010 for the Deepwater Horizon spill in the Gulf Of Mexico, has seen negative perceptions of its brand reversed during the first part of the Olympics, according to a survey conducted by YouGov BrandIndex.

YouGov BrandIndex interviews 5,000 people each weekday from a representative U.S. population sample, conducting more than 1.2 million interviews per year, according to the company. Respondents are drawn from an online panel of more than 1.5 million individuals. The margin of error is plus or minus 2%.

For its survey on Olympic-advertiser perceptions, YouGov asked respondents, “If you’ve heard anything about the brand in the last two weeks, through advertising, news or word of mouth, was it positive or negative?” It derived scores ranging from 100 to -100 by subtracting negative feedback from positive. A zero score means equal positive and negative feedback.

BP saw its score go from a negative 5.9 in the week prior to the Olympics to a positive 2.6 during the first week of the games. Only Visa saw its brand perception rise more during the time period, according to the research.

“We have seen the recovery with BP over the last year and a half,” said Ted Marzilli, global managing director for YouGov’s BrandIndex service. “But I think its association with the Olympics is showing benefits.”

Meantime, some Olympics advertisers are seeing a decline. General Electric, Holiday Inn and BMW have seen brand perceptions decrease by small amounts.

Samsung and Coca-Cola are enjoying the most positive receptions, according to the survey.

There’s more! To chart some of the biggest movers on YouGov’s Olympic ranking, read the full story in Advertising Age here.

Advertising Articles

Modern Family takes product placement to the next level

ABC works the National Association of Realtors into the plot of the popular sitcom

Three ways brands must evolve to engage female influencers

Marketers need to recognize the shift from bloggers to creators says agency president

Nintendo moves its PR account to Craft Public Relations

The consumer electronics and software company to shift its communications focus

Fairmont Hotels puts a focus on employees in new art exhibit

Luxury hotel chain uses staff from around the globe to help tell its brand story

Marketing Awards 2016: Design jury and shortlist

The final shortlist is revealed in the lead-up to the June gala

Conventional TV revenues fall $46 million in 2015: CRTC

Local and national airtime sales decline, but remain relatively stable

Drake takes flight over Toronto

Aerial banner promotes rapper's newest album, Views

‘Bringer of Rain’ ups his marketing game

Toronto Blue Jays third baseman Josh Donaldson signs on to promote Flow Water

Marketing Awards 2016: Multicultural jury and shorlist

Winners to be announced at The Carlu in Toronto June 2