Open and Sandvik create emotional brand experiences targeting the offshore oil and gas industry

How do you show an invisible world 10,000 feet below the sea? What does it take to capture hidden tube, wire and other high-performance engineering products that are working safely and reliably in pitch-black waters? For Sandvik, the global high-tech materials group, the answer was to create a digital world that showcased the benefits of its upstream oil and gas portfolio, and then invite customers to come along on an exciting interactive 3D journey.

Digital tools that engage and delight

“For this project, we decided to move away from printed brochures and create digital assets and interactive tools that could support our sales teams using a mix of paid, owned and earned media channels,” says Glenn Darley, Global Marketing Communications Manager, Product Area Tube. Although he admits that the oil and gas industry is very conservative, Sandvik wanted to set a higher standard in its marketing communications, much like it does with its own products.

Creating a knowledge hub

“We are shifting our focus from being a product-oriented supplier to a knowledge hub and thought leader in the area of advanced materials,” says Darley. He and his team turned to Open Communications, the international strategic brand communications agency, to devise a global strategy and execute on it in the spring of 2015. The result is now a communications program involving social media, interactive sales tablets, rich media ads, mobile apps and 3D virtual reality films on Google Cardboard, among other tools.

Doing what’s never been done before

“Together with Sandvik we are inventing new ways to engage and inspire customers in the offshore oil and gas industry,” says Henrik Sund, Account Director at Open. “Some of the solutions we developed have never been done before in the oil and gas industry. At the same time, we’ve tried to be smart and efficient so much of the material can be re-used in different channels over time. For example, the content for the interactive tablets can be used in print and on Sandvik’s own website.”

Creating a holistic brand experience

His view is echoed by Open Creative Director Hank Fagerstedt: “One dilemma facing many companies today is how to create a more holistic brand experience across all touch-points with customers – social, digital and traditional. Everyone is talking about engaging customers in a helpful and inspiring conversation that leads to higher sales. But how do you do it on a global scale? The answer is that you need to rethink the traditional approaches.”

Top 100 innovative companies

“It’s fantastic to see that Forbes has ranked Sandvik among the world’s top 100 innovative companies along with Apple, Intel, Virgin and others” adds David Gray, Founder and Co-Creative Director of Open. “We are honored and delighted to be supporting them on this long-term program.” 

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