The Brief
Petroleum Experts are one of the world’s leading engineering-software companies. The organisation helps oil and gas companies maximise their production outputs. Despite their success, the leadership team at Petex knew there was so much more they could do to market their products. We were asked to create a new series of communications for Petroleum Expert’s award-winning ‘Digital Oil Field’ (DOF Suite,) to help the organisation gain traction in a competitive marketplace.
The Result
Our engineering software marketing work helped Petex to…
– Accelerate buying decisions with complex multi-stakeholder sales.
– Raise awareness of their ‘Digital Oil Field’ solution in the sector.
– Increase the number of online/offline enquiries received.
– Maximise sales conversions.
– Accelerate purchasing signoffs from key decision makers.
– Enable Petex’s own staff to better communicate both the software’s purpose and value.
– Raise the profile of their product & brand globally.
How We Did It
Our main idea was to create communications that could be universally and properly understood by everybody involved in purchasing decisions. This would include engineers, project managers, commercial partners and even financial/procurement staff as well as corporate leaders. We achieved this by…
– Creating a beautiful ‘telescope-inspired’ visual with 5 detailed lenses depicting the 5 layers of the software.
– Producing corresponding versions tailored for off/on-shore producers.
– Re-purposing marketing materials to reach as wide a range of people as possible.
Throughout the process, we also…
– Helped PETEX’s staff, new-starts in particular, create their own solutions to better sell the product.
– Mapped out several new versions of the final visual that the organisation could use in the future.
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Project Images & Testimonials
The visual created was designed for people to understand/want to find out more. We created a visual with a person looking at their oilfield through the lenses of a telescope. The 5 lenses give a ‘clearer view’ to the person assessing the potential commercial value of that oil field. The versatility of the image meant it could be used in a number of different ways.
We created corresponding versions for both on-shore oil field exploration/off-shore oil field exploration. Effective engineering marketing can be as much about positioning alongside the quality of final communications. Adverts were used in a number of different ways – in the airports, train stations and even shopping malls of ‘oil and gas’ cities. Those such as Aberdeen and Houston. They were used in a variety of trade journals and also as part of Petroleum Experts presentation at tradeshows (such as ADIPEC.)
The main visuals were also repurposed for digital. As seen here on the Petroleum Experts website. They also are used on Petroleum Experts
social media pages.
The main advert was so flexible it was also handily used as part of other communications that the engineering/development/leadership teams of Petroleum Experts could use throughout the business development process. It was a fantastic ‘one-pager’ that could be used to quickly explain what the software does.
The visual was even re-purposed into a mini-glass statuette and given to delegates of Petex’s 25th birthday as a company.
The 5 lenses represent the 5 layers of the Digital Oil Field Software. We carefully scribed individual graphics from each layer onto the lenses which made their way onto the final visual.
There was an epic level of exploration carried out in this project. THE LOFT’s creative team tested an exceptionally wide number of ideas – each imaginatively showcasing what the software does and different messages communicated in different ways.
They included…
– Rationalising Your Oil Field Asset.
– Optimising The Commercial Potential of Your Oil Field.
– Providing you with a heightened level of awareness.
– Maximising The Commercial Potential of Your Oil Field.
These were sketched out using traditional pencils. The removal of colour was useful in ensuring that the client could evaluate each design and message on its own merit.
THE LOFT creative team carried out an extraordinary level of development work using traditional sketches. Once again, these were to allow the PETEX team to better evaluate designs based on the quality/accuracy of ideas.
Initial sketches were very conceptual. The examples here showcasing the wild idea of a flower blossoming with an oil-field inset.
The research phase for the PETEX project was vast. We assessed, literally, hundreds of mood-board images. We wanted to ensure we found the right image to base our designs. We looked at sextants, radar images, lenses and so much more before opting for the final telescope idea.
We used sketches to forecast a vision of how the visual could be expanded into three dimensions. We believed the 5 lenses and oil-field produced in 3D CAD, and presented at a trade-fare such as ADIPEC, could be an incredibly effective.
We carried out further exploratory work for PETEX on other projects. They were looking for ways to communicate the value of their ‘integrated solution.’ Our creative idea to get this across to others was to create a simple jigsaw which could be assembled in a number of places. These included the reception area/visiting spaces of PETEX’s offices, as a piece of direct mail or once again even at trade shows.
The idea of an integrated solution was carried forward to a brochure which could be assembled/dis-assembled by the reader. Once again showcasing how each layer required the other to function in the correct way.
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