To communicate - online - BP's dedication to developing and maintaining sustainable energy sources, demonstrate how the company has adapted its business in this pursuit and encourage people to positively re-evaluate their opinion of BP.

The online advertising needed to communicate these messages in a consistent and straightforward way, while encouraging users to engage with the banners.

Therefore the campaign included creative elements that encouraged user interaction, such as rolling over to reveal messaging, an interactive slider, and multiple messages the user can scroll through.

The campaign reached an interaction rate of 31%, significantly exceeding the industry average of 6%.