GOODIDEAS.STATOIL.COM by Jbr Mccann Norway, McCann Oslo for Statoil

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GOODIDEAS.STATOIL.COM

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Industry Automotive products, services and accessories, Energy & Water Utilities
Media Promo & PR, Case study
Market Norway
Agency Jbr Mccann Norway
Executive Creative Director Erik Ingvoldstad
Agency McCann Oslo
Released January 2011

Credits & Description

Category: Best Use of Branded Content
Advertiser: STATOIL ASA
Product/Service: ENERGY COMPANY
Agency: McCANN NORWAY
Date of First Appearance: Jan 17 2011
Entrant Company: UM, London, UNITED KINGDOM
Entry URL: http://goodideas.statoil.com/
Head of Information & Communications Support: Sylvain Valeix
Europe Middle East & Africa Strategy Director: Scott Nelson
Senior Account Manager: Lara Ponniah
Media Executive: Dagmar Sejnova
Global Business Director: Anders Aunbu (McCann (Oslo))
Head of Planning: Haldor Harvik (McCann (Oslo))
Global Executive Creative Director: Erik Ingvoldstad (McCann (Oslo))
Media placement: Cross Media Partnership (Print And Online) - The Economist - Http://www.economist.com/debate/overview/193 - 17th January 2011
Media placement: Print - Partnership Support - The Economist - 10th February 2011
Media placement: Digital Community - LinkedIn - Http://partner.linkedin.com/energyinnovationbystatoil - 17th January 2011
Media placement: Cross Media Partnership (Print And Online) - New Scientist - Http://www.newscientist.com/engineeringgreats - 17th January 2011
Media placement: Print - Partnership Support - New Scientist - 29th January 2011
Media placement: Online Cross Promotion Of Partners - Wall Street Journal - 17th January 2011
Media placement: Event - Wall Street Journal / Imperial Collegel London - 15th March 2011

Insights, Strategy & the Idea
Statoil is well known in its native Norway but relatively unknown elsewhere.

Our objective: assist overseas growth by increasing Statoil’s awareness amongst international ‘Informed Elites’… with a fraction of the global energy ‘Majors’ marketing budget.

Our insight: Informed Elite want to be part of discussions, not spoken to.

Our strategy: involve our audience, and encourage media owners to embrace Statoil. With deep and relevant content limited to select media owners, we’d stimulate discussion, not compete for advertising share of voice.

Our idea: a media ecosystem whereby respected media owners worked as one. Each would promote and cross promote their work under the Statoil umbrella.

We’d aggregate and amplify conversations with a unique online hub – goodideas.statoil.com – which would become a living media organism; feeding on content, attracting attention as it grew.

It would be open and involving, deliver standout, and change perceptions of what an energy firm can be.

Creative Execution
Our media ecosystem consisted of content from three influential media partners. Each developed co-branded thought-pieces and promoted these initiatives within their properties; providing reach and gravitas.

Uniquely, all collaborated and promoted each other’s work.

‘Wall Street Journal’, targeting Academia, partnered with Imperial College, posting videos from an event held with energy luminaries.

‘The Economist’, targeting Business, ran an interactive online debate on future energy mix.

And ‘New Scientist’, targeting Engineers and Scientists, asked readers to describe the most impactful engineering project on human life with essays hosted on Statoil’s hub. The winner was rewarded with a ‘money can’t buy’ trip to the deep sea with Statoil.

Beyond the hub, content featured at Statoil trade shows.

Finally, a deal struck with ‘LinkedIn’ enabled dialogue between energy influencers stimulated by our bespoke content. Statoil participated in conversations – but remarkably for an energy firm – refused to censor any views presented.

Results and Effectiveness
The Economist debate attracted 12,184 votes – 10x Economist benchmarks. The Wall Street Journal delivered 175,000 views. New Scientist received 1,192 essays (8,882 voted on the shortlist). And our unique LinkedIn group has garnered 4,250 members of our highly targeted audience.

To date, our media ecosystem has delivered over 915,000 involved impressions.

Ecosystem click through rate reached 30 times the industry average.

Statoil’s corporate reputation has grown 7%.

And amongst the international Informed Elite, Statoil’s spontaneous awareness increased by 33%.