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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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About the Sandvik Group

Sandvik is a 150-year old global industrial group with advanced products and world-leading positions in selected areas – tools for metal cutting, equipment and tools for the mining and construction industries, stainless materials, special alloys, metallic and ceramic resistance materials as well as process systems. In 2014, Sandvik was ranked by Forbes business magazine as being among the 100 most innovative companies in the world (No. 74). The Group has about 48,000 employees and representatives in 130 countries with annual sales of nearly SEK 90 billion.

About Open Communications

Tell your story to the world – in English. Open Communications AB is an independent strategic brand communications agency that helps companies achieve their goals across borders. Based in Stockholm, the agency has an international network of collaboration partners stretching from Shanghai to Silicon Valley. The company has a multicultural staff and works primarily in English. Founded in 2001, its clients now include Ericsson, Xylem, Transmode, Micronic, Andritz, Sandvik, Absolut and Electrolux.

Contacts

David Gray

David Gray

Press contact Founder and Creative Director +46 8 313 620
Gunilla Lundström

Gunilla Lundström

Press contact Business Director / Head of Open CEO, Account Director and Managing Partner + 46 70 29 27 114

Related content

We help international brands tell their stories and succeed across borders.

Open is a brand and communications agency that focuses on complex international projects with the aim to be a strategic partner in growing brands and businesses across borders.

We combine insightful strategic thinking, Scandinavian design and emotional storytelling to activate brand experiences across a range of channels. As part of Digitalist Group we have a broad range of tools.

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