Project Notes

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Working with the team at New Scientist eschews any kind of “them and us” attitude because everyone shares the same goal to be interesting to the readers. It’s very professional to do, results in very rewarding campaigns and is very much what most of us come into the industry to do.

STATOIL’S OBJECTIVES:

  • Build awareness of the Statoil brand amongst the Informed Elite (key industry stakeholders, suppliers, major customers, policy makers & university recruiters)
  • To be seen as an international energy player
  • To ensure Gas is considered a key energy option across Europe.The Informed Elite that Statoil wanted to reach often have a scientific background, are mostly highly educated and employed in senior positions. This made New Scientist the perfect match for Statoil to reach this audience

CREATIVE SOLUTION:

New Scientist created the Engineering Greats campaign as great engineering is transforming our world and improving lives, giving us the chance to do entirely new things – which applies to Statoil, whose energy projects all rely on innovative engineering.

An Engineering Greats campaign microsite was set up which included a range of articles written by New Scientist specifically for this campaign, exploring and examining some important recent engineering milestones.

The key element of the campaign was a competition aimed at New Scientist readers, offering an all expenses paid 4 day trip to Norway, encompassing both the high Arctic and the bottom of the sea, accompanied by a Statoil guide. The competition asked readers to tell us what technology they thought would have the greatest impact on humanity in the next 30 years. A panel of judges then chose their top 5 entries and New Scientist readers were asked to vote for their favourite of these.

SUPPORTING MARKETING CAMPAIGN:

  • Traffic driving banner, sky and MPU on newscientist.com
  • Print ads and advertising features within New Scientist
  • E-mails to the New Scientist audience
  • Promotion via New Scientist’s Twitter feed and Facebook page
  • Permanent homepage slot on newscientist.com for duration of campaign

RESULTS:

COMPETITION:
  • Total no. of entries received – 1,192 (Target entries 1,000)
  • Votes received at end of shortlist voting – 8,882 (Target votes 5,000)
  • Winning entry – ‘Nanobots fight the medical battles of the future’ (34.9% of votes)
MICROSITE:
  • Total page views – 118,716
  • Total weekly unique visitors – 32,965
ADVERTISING:
  • Each print ad seen by 895,912* readers
  • Over 3.6m ad impressions over 4 months of campaign (CTR: 0.14%)

  • concept
  • design
  • Fireworks
  • Flash
  • integrated ad campaigns
  • Photoshop
  • Statoil
  • UI Design
  • Wireframe

Design Elements

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