John Hogg is a specialist chemical and technology company providing oil and fuel security solutions (brand protection and fuel marking) to oil companies worldwide.
Its primary activity is helping oil companies combat the multi-billion-dollar problem of fuel fraud caused by theft of fuel products from pipelines or while in transit, or by the mixing of lower quality fuel or other fluids with high grade petroleum products.
The company was a main sponsor at the world's only annual conference focused on the topic of fuel fraud and wanted to promote its expertise with attendees ahead of the event.
The agreed campaign objectives were to:
We researched the way John Hogg competitors – including international corporates such as Dow Chemical – presented their businesses. The common approach involved focusing on the chemistry and highlighting the technology solutions, products and services.
We advised John Hogg that the missing elements in the competitors' communications – and the opportunities to differentiate – were:
Therefore, we created a campaign entitled: "Face Up to Fuel Fraud”. This fed into the communications strategy, which included:
3-D "fuel pump" interactive white paper
We devised an in-depth white paper featuring a range of relevant topics delivered via a 3-dimensional, interactive fuel pump hosted on a microsite. The fuel pump – designed like a face to emphasise the Face Up to Fuel Fraud theme – rotated and revealed text when the visitor clicked on different parts of the interactive image. The content was also re-purposed as separate, white paper PDFs for emailing.
The topics covered in the white paper supported the overall campaign theme and communications strategy, such as how fuel fraud affects oil company revenues and reputation.
Demonstrating the value an oil company gained from working with John Hogg's particular approach to combating fuel fraud.
We negotiated with the editorial team on the online news site supporting the conference (Oil and Gas IQ - the world's largest medium for the hydrocarbon industry) to create and facilitate:
Keynote conference speech:
We created the theme, tone, structure and draft content for the firm's keynote speech at the conference with a view to "standing out" distinctly from competitor presentations.
As a result of the conference, John Hogg started discussions with a potential customer in the Indian oil market and a potential partner in Portugal to enhance its service delivery to customers in terms of guarding oil pipelines.
James Page, Marketing Executive at John Hogg, said:
"Attendees at the conference said they were well aware of our Face Up to Fuel Fraud campaign before the event. They liked the messaging and said it was very different to what other companies were doing.
“Even a principal competitor described our keynote speech as 'presidential'. This was the level of gravitas we wanted to create for the fuel fraud issue and our adoption of a leadership position.
"The campaign opened the door for some very valuable future partnerships for John Hogg, specifically a large professional services firm which advises companies on how to mitigate the effects of fuel fraud."