BP asked Origin to create a brand name for a new CO2 neutralisation scheme for road transport. The scheme addresses environmental concerns among motorists who are not in a position to give up their cars but question their impact on the environment.
The scheme enables drivers to become CO2 neutral for their cars, generating a net carbon burden on the environment of zero. BP required a name that communicated the idea of ‘doing the right thing’ rather than just ‘doing your bit’.
Targetneutral is powerful and universally meaningful. The fact that the domain name was available was also key and factored in the name selection. The name’s simplicity, tone and accessibility are its key strengths, communicating the core message of the brand and service provided.