Challenge
Statoil is a Norwegian energy company founded and organised around values of innovation, openness and collaboration. As a pioneer in the successful development of energy sources in challenging environments, Statoil’s objective is to become a recognised leader in the global energy market.
Its business operations might have been complex, but its problem was straightforward: The brand was relatively unknown outside Norway - and this was a big issue, because no awareness means no reputation, no trust and no business. Its challenge was to make itself known and relevant amongst the ‘informed elite,’ the select few in government, science, and big business who make and shape international energy policy.
Insight
‘Energy Realities,’ an online tool providing a visual guide to global energy needs, was born. Referencing and connecting with Statoil’s LinkedIn community, the ‘Energy Realities’ web platform combines interactive maps, multimedia and a wealth of data for users to explore, share and spark conversation.
Rich in content but deliberately light in structure, ‘Energy Realities’ is designed to prepare Statoil’s business audience for informed debates with each other. The brand forged unique relationships with The Economist, National Geographic and New Scientist to create and compile all featured content.
Solution
‘Energy Realities’ launched in November 2011 and the first content wave was completed the following February. During this time, its web platform evolved every three weeks with new content tabs covering industry hot topics: ‘Meeting our Needs,’ ‘Our Resources,’ ‘Global Markets,’ ‘The Right Balance,’ and Energy’s Future.’
The Economistprovided business perspective with analysis,New Scientisthighlighted science and technology considerations, andNational Geographicensured that ‘Energy Realities’ captured attention, and was rewarding to use.
The LinkedIn community was seamlessly woven throughout ‘Energy Realities’ with ‘share’ buttons next to each feature.
Results
More than 95% of ‘Energy Realities’ users have come from outside Norway.
‘Energy Realities' users have spent more than 3,000 hours interacting with the platform.
Since launching, the Statoil LinkedIn group has recruited more than 15,000 members.
Statoil's international awareness has doubled since the campaign began.