Case Study Dominion Gas Brand Communications
Change is in the Air
Background
A change is in the air at Dominion Gas. Following a recent management buy-out, major capital investment and a combination of organic and acquisition based growth the need had arisen for Dominion Gas to reposition and rebrand. They began initially looking for an engineering website design agency however it became evident that an integrated approach was required. Design Inc were hired on the basis of our additional understanding and experience as energy branding marketing consultants.
The marketing need
Consolidation of acquired international businesses into the Dominion group and a continuing dynamic period in the evolution of the company has necessitated a new professional look and feel for this grown-up enterprise. The company is repositioning as international partner to international energy companies and offshore operators.
The Strategy
Online and offline brand assets have been rationalised, a language of quiet confidence has been introduced and for the first time the company has used video based brand messaging in the setting of major exhibitions and symposia. The website has a truly international and ‘solutions provider’ rather than ‘product sales’ feel and the printed items take a more sophisticated corporate approach. Here again Dominion Gas benefiting from the joined-up approach of Design Inc - truly integrated energy branding marketing consultants.
The Creative
For the video, rather than an animated version of the messages delivered in the other media, and unusual for an engineering website design agency we proposed a complementary approach. Using the simple metaphor of a safe pair of hands, Design Inc conceived, scripted and storyboarded a mime artist to deliver an engaging animated backdrop against a voiceover capability statement.
The Technology
Filmed in broadcast quality and now viewable as a download on the Dominion Gas website and Youtube, this advertising film has challenged audiences that saw the company as a product-led supplier of gases. Dominion’s domain now extends beyond this and their positioning as the leading independent oilfield services provider.
The Results
The integrated communication vehicles include a new client magazine 'Domain', a new generation of marketing literature and exhibition materials are planned as this campaign rolls forward through 2009 and into 2010 to include a higher profile at the Subsea 09 show this autumn.
Quote from client
George Yule, Grampian Industrialist of the year says... "Design Inc our preferred energy branding marketing consultants demonstrated a clear understanding of both our current market and our aspirations. The technical engineering content of our proposition and developmental plans. Our journey with them has challenged us and raised the bar in terms of the way we look at ourselves. This is just what we wanted from our marketing communications partner - a brand that we have to live up to"
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