Advertising and PR of Oil and Gas Brands

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

Rationale of Advertising & PR
Display product specifications To make one’s products stand apart amongst the

range of products competing Communicating brand’s value proposition Building good relationships with various publics Developing 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 TV By 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 (

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


BP 87 Britain at its best


BP- “On the move”


BP in Autocar journal


BP Plus


BP - evolution of company logo


Shell - Made To Move