Following an internal rebrand and restructure, Petrotechnics asked us to reposition the brand externally whilst challenging the status quo in hazardous industries. They wanted to educate their audiences on what operational excellence is, what it means for organisations in the space, and how Petroechnics’ software - Proscient - fits into the operational excellence conversation.
We created the ‘OE Index’ – the first survey of its kind to measure audience attitudes to operational excellence. We used this platform to build a narrative around the importance of technology as a key enabler for reducing risk, reducing cost and increasing productivity. We turned the results into a branded report, which we promoted through a multichannel campaign.
Our goal was to make Petrotechnics synonymous with operational excellence. Following the launch, the OE Index featured in 9 of the top 10 operational excellence news stories on Google and remains the most visited page on Petrotechnics’ site. The campaign was so successful that Petrotechnics (now Sphera) has been running the campaign annually ever since.
We were originally sceptical about the idea. But the OE Index was the most valuable thing we did during launch. The traffic drove to our website was outstanding. This index was so successful; we’ll be running it on an annual basis.
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