Advertising and PR of Oil and Gas Brands

Presented By: Mihir (20091025) Nallinikanth (20091026) Sushant(20091052)

Advertising and PR of Oil and Gas Brands

Rationale of Advertising & PR

Display product specificationsTo make one’s products stand apart amongst

the range of products competingCommunicating brand’s value propositionBuilding good relationships with various

publicsDeveloping favorable corporate image

Case: British Petroleum (BP)

1930’s Posters on company lorries Color posters introduced for the first time Dominant theme throughout the 1930’s was ‘horse-

power’ Print advertisements in journals: The Autocar and The

Motor Cyclist BP Plus changed to BP ethyl Wit and humor were used :

‘She’ll never say no . . . on BP Ethyl’ Racing success and speed records achieved using BP

products also featured prominently in the advertising

Case: British Petroleum (BP)

1950’s: ‘Solus’ sites: Only one brand was available Thus advertising targeted towards dealers and garage

owners tokens, free gifts and trading stamps dominated

advertisements Advent of television lead to mass advertising The BP Superman advertising theme made its first

appearance in 1954

Case: British Petroleum (BP)

Between 1977 and 1988 saw the long running BP corporate advertising campaign of 6 commercials – ‘BP at its best’.

1984 : ‘Spot the Shield’The objectives: BP was a successful British company

and involved in a wide variety of activities. At the same time in BP Australia launched its ‘Quiet

Achiever’ campaign During the late 1980s the focus shift from press to TVBy 1988 the campaign was no longer pertinent as BP

was more than just a British Company it was now a major international player

Case: British Petroleum (BP)

1989 : launch of the corporate advertising campaign ‘For all our tomorrows’

A series of commercials which were scripted in the minimum of alteration for local markets

The most memorable campaigns was ‘BP On the Move’

13 different ad campaigns running in Europe alone

Evolution of logo at BP

PR plays a role…

Maintaining the public image and brand of the company in crisis

15 people died and 170 people were injured during the explosion in early 2005, which took place at BP’s stations in Texas

According to Los Angeles Times, The Occupational Safety and Health Administration has fined British oil company BP $87.4 million, the largest penalty the federal agency has ever issued for safety violations (www.latimes.com).

Other Global Majors

Largely same pattern follows in terms of advertising and PR

Exxon Mobil as a brand Advanced bio-fuel campaign Saves gas Protects engine campaign

Shell as a Brand Shell Brands International develops campaigns for

Shell group Responsible energy campaign Made to move campaign

Indian Majors

More stress laid on TV commercials for advertising products

Brand ambassadors play a role on advertising: HPCL: Sania Mirza IOCL: Irfan Pathan, Yuvraj Singh, Anil Kumble BPCL: Mahendra Singh Dhoni, Narain Karthikeyan

Companies are still relying on efficiency and product specifications like Octane levels, etc. to promote their products.

Learning so far..

Corporate Branding along with product branding becomes important in oil and gas industry

Advertising helps in developing the dynamically changing and evolving image of the company

PR has an important role in handling public image and tackling negative publicity

Oil and gas firms face challenges: Maintaining an image as an environment as well as

stakeholder(employees) friendly company As an innovation driven company promoting sustainable

energy

THANK YOU

BP Super

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BP 87 Britain at its best

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BP- “On the move”

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BP in Autocar journal

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BP Plus

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BP - evolution of company logo

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Shell - Made To Move

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