GOOD IDEAS / THE GAS MACHINE by McCann Oslo for Statoil

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Industry Automotive products, services and accessories, Energy & Water Utilities
Media Direct marketing
Market Norway
Agency McCann Oslo
Creative Director Erik Ingvoldstad, Atle Skageng
Art Director Sverre Stabel, Geir Gammern Florhaug, Tone Humblen, Suzie Webb, Håvard Gjelseth
Copywriter Robert Radoli, Frank S Dybhavn
Photographer Jaap Vliegenthart
Released January 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: STATOIL
Product/Service: NATURAL GAS
Date of First Appearance: Jan 17 2011
Entrant Company: McCANN NORWAY, Oslo, NORWAY
Entry URL:
Head of marketing / Channel Strategy: Ole Gunnar Dokka (Statoil ASA)
Account Director: Kjetil Manheim/Mark Robinson (McCann)
Account Director: Marita Otilie Eriksson (Mediafront)
Account Director: Anders Waage/Mathias Friis (Mediafront)
Account Director: Anders Aunbu (McCann)
Planner: Haldor Hårvik (McCann)
Creative Director: Atle Skageng/Erik Ingvoldstad (McCann)
Art Director: Suzie Webb/Håvard Gjelseth (McCann)
Art Director: Sverre Stabel (Mediafront)
Illustration: Pia Emilie Lystad (McCann)
Copy writer: Morten Berger Karlsen/Ole Kristian Ellingsen (McCann)
Flash: Marc Garcia/Paulo Paes (Mediafront)
Project manager: Hege Kathrine Johannessen/Carina Lladó (McCann)
3D: (Toxic)
Film: (Gyro)
Backend / HTML: (Novanet)
Copywriter: Frank S Dybhavn/Robert Radoli (McCann)
Art Director Assistant: Ketil Eggum (McCann)
Art Director: Geir Florhaug/Tone Humblen (McCann)
Photographer: Jaap Vliegenthart
Media placement: Website - Http:// - January 17th 2011
Media placement: Print Banners Pan Regional - Eg. Times, Fortune, Newsweek,Business Week, WSJ, New Scientist,Financial Times,O - January 17th 2011
Media placement: Online Ads Germany - FAZ, Handelsblatt, Wiwo, Die Zeit, FTD, Welt, Mediascale - January 17th 2011
Media placement: Print Banners Germany - Die Zeit,Der Spiegel,Wirtschaftswoche,Erdöl Erdgas Kohle,Handelsblatt, Financial - January 17th 2011
Media placement: Online Ads Pan-Regional - Petroleum Economist, WSJ, NY Times, BBC, CNN, Time, Business Week, The Economist - January 17th 2011
Media placement: Media Partnerships - The Economist, Wall Street Journal, New Scientist, Linked In - January 17th 2011

Describe the brief/objective of the direct campaign.
Talking to a very select target audience, the hard-to-reach ”Informed Elite” in main European markets, our task was to create awareness around gas as a source of energy for power generation and brand awareness for Statoil. We were therefore asked to educate the target audience about the benefits of gas, the reliability of gas deliveries from Norway and Statoil’s long experience and expertise in gas production and delivery.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We built a strong visual campaign, mixing gas and offshore installations with electrical energy, showing how the energy value chain is more CO2-efficient, cost efficient and stable with Norwegian gas from Statoil. The campaign was direct in every media, directing people to find out more at our inspirational website This put gas as energy source into perspective, showing the energy realities of Europe (increasing need for energy and strong need to reduce emissions), and how gas can help solve them. We launched ground-breaking media partnerships that allowed people to join the conversation on The-Economist, Linked-In, WSJ and New Scientist.

Explain why the creative execution was relevant to the product or service.

This idea required an execution that was bold, interesting and elegant. The photos have a strong artistic presence, the flash development was designed to excite people and the navigation was built as exploratory as we could get away with for this target audience. And since the "product" gas is a generic product, we strongly believed that the idea and execution could not be generic.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
The campaign not only saw click-rates and engagement rates way above average. The engagement with our media partners reached levels unexpected to client, agencies and media partners. The unaided awareness doubled in the markets, putting Statoil on the agenda for the first time in Europe. But most importantly, the phones started ringing. From large power generation companies that wanted to discuss using Gas form the North Sea to produce electricity. These processes take time, but the potential outcomes in terms of revenue are astronomical.