Energy Communication Conference 2014 - Making the case for gas, Øistein Johannesen, Informasjonsdirektør Statoil

Making the case for gasØistein Johannessen

Kommunikasjonsdirektør Markedsføring, Prosessering og Fornybar energi (MPR), Statoil

12 March 2014 2014-03-04

2010 2020 20300

400

800

1200

North American gas demand (bcm)

2010 2020 20300

400

800

1200

European gas demand (bcm)

2010 2020 20300

400

800

1200

Asian gas demand (bcm)

Supply driven growth

LNG pullEnergy policy in the making

Global gas market dynamics impacting Europe

Source: Statoil Analysis2

Strong competitive position from the NCS

• Cost competitive gas supply with direct access to liquid market points

• Significant value from both upstream and downstream flexibility

• Strong marketing and trading competence to leverage flexibility and market opportunities

Norway

Russia

Algeria

Pipeline

LNG

400 – 1200 km

~3000 km

6000 – 7000km

Caspian Region

~4000 km

3

EU energy markets are increasingly politicised

4

Source: Statoil analysis

2005 2006 2007 2008 2009 2010 2011 2012 20130

10

20

30

40

50

60

70

80

Climate Policy Initiatives Energy Policy Initiatives

EU policy initiatives relevant for the energy industry

• Major growth in EU policy initiatives

• European energy markets driven by policies and regulations rather than fundamentals

Unsolved issues

• Coal is increasing its market share and backing up renewables

• German CO2 emissions are on the rise

• German households are paying a high price for the energy transformation

Source: IHS CERA, Statoil

2010 2011 2012 2013 (projected)0

50100150200250300350

German power sector emissions

Coal Gas Other

5

France Germany Italy United Kingdom

0

5

10

15

20

Average household electricity price in selected European countries

Retail and wholesale Network

Renewables Other

EU

R c

en

ts p

er

KW

h

Source: IEA

• Started: 17. January 2011

• Part of Statoils Global Brand Introduction Program

• Focus first year : Germany, the UK , Belgium (Pan European messages)

• Target groups; Informed elite (10-15% of the population) – and internal audiences

• Communication goal; Raise the voice for Natural gas

• Media strategy: Digital focus

• Channels used most frecuently;

• Digital, Print, OOH (Posters) and Media partnerships

• Theme: Gas to power

Classification: Internal 2011-12-07

Campaign history

Target Cluster: overview

Educated Public

Buyer:Industry & Utilities

Policy Shapers:Lobbyists & Associations

Opinion Makers:Journalists

CORE TARGETINFLUENCER INFLUENCER

Need to believe their lives and

futures are being looked

after

NEEDS

Policy Makers:Politicians &

Ministries

Need solutions that protect the

profitability of the company

Need solutions which protect the

country as a whole

Need their interests to be

heard

Need information and arguments to

spread

Classification: Internal 2013-08-19

8

Classification: Internal 2013-08-19

9

Classification: Internal 2013-08-19

10

German Gas Campaign, channel overviewQ2/2012 : Focused Online/Ipad, Newspapers/Magazines and Poster activities

Online IpadNewspapers/

Magazines

Postersposters & targeted

billboards

Event

Wilhelmsstrasse, Berlin in May

Alexanderplatz, Berlin in June

Brussels Airport (Summer 2011 – Summer 2014->?)

Creatives for UK 2013

13

New approach 2013 in Germany

Creatives Germany – Post election campaign Autumn 2013

15

Statoil.de/erdgas

Berlin Potzdamer/Leipziger Platz October 2013

16

Berlin Tegel Airport November and December 2013

17

Düsseldorf - Königstrasse (city centre)February 2014

18

Düsseldorf airport – security check placementOctober 2013-April 30 2014

19

Natural Gas Taxis in Berlin and Munich

20

Landing page: statoil.de/erdgas

21

Banner ads in important German News sites

Banner ads in International media – Geo targeted

Frankfrurter Allgemeine Zeitung, page 16/17, Wednesday 21 November 2012

Handelsblatt Energiewirtschaft sponsorship

25

Largest Energy event in Germany

Statoil main sponsor 2013/2014

Integrated activities:• Eldar Sætre Keynote speaker• Stand in conference hall• Posters in Berlin during conference• Outreach to media• Statoil branded gas taxi’s outside

conference hotel• Stakeholder meetings*

26

Presentation title

Presenters namePresenters titleE-mail address ……@statoil.comTel: +4700000000

www.statoil.com

Increased knowledge drives reputation in the targeted markets

Financial Services

Oil and Gas

Energy

Pharmaceuticals

Mobile

Construction

Telecommunications

Engineering

3

2

5

8

5

5

6

32

14

16

21

25

32

33

35

50

23

34

31

32

40

40

38

15

33

33

35

25

18

17

16

1

26

14

7

8

3

3

4

1

1

1

1

2

1

1

1

1

% Very good % Fairly good % Neither good nor poor % Fairly poor % Very poor % Don't know

Question: How do you rate the overall reputation of the following industries? (INTRO1)

Base: All Informed Elites in GER (n=553)

Industry Reputations

82 50

41 55

38 42

37 55

32 41

26 59

18 61

17 33

NET GOOD

A European supply gap is emerging

• Uncertain short demand outlook – positive long term outlook

• ~260 bcm of new gas supplies needs to be made available by 2030

• Increased global competition for gasFrom existing sources

European gas supply challenge towards 2030*

0

150

300

450

600

750

Demand 2012 Declineindigenousproduction

Demandgrowth

Supply gap2030

bcm

Source: Statoil Analysis29