A sideways view: As the rain poured down outside the halls, staff from Sandnes-based document publishing firm, Xait, handed out branded waterproof ponchos for delegates to wear as they ran across the courtyards. The kind of visibility marketing is similar – if much cheaper – than the sponsorship of lanyards by Aker solutions, whose ubiquity leave you in no doubt as to their effectiveness.
These techniques are not sophisticated, but they are effective, provided of course it rains. Just as noticeable, but perhaps for the wrong reasons, is the Orskov Yard stand in Hall J where, as the exhibition was getting underway on Tuesday morning, featured a topless young woman being spray painted with shipyard repair logos.
Man of the world
King Harald V is, no doubt, a man of the world, but had his walking tour of the exhibition taken him past the bored looking woman as the paint splashed onto her naked chest, it would have been a jarring combination of the dignified and the crude.
Yet, there is little doubt as the day wore on, that the two women were drawing a lot of attention from the passing delegates.“There is no place for it at all,” says Bjørn Ragnar Bastiansen, a brand builder at Stavanger marketing agency, Melvær & Lien. “They are drawing attention. But for completely the wrong reasons. I think it is poorly judged.”
As simply as possible
Melvær & Lien, is tied in strongly to ONS, drawing a large chunk of its revenue from the exhibition and representing companies including Talisman and Subsea 7, whose stands and surrounding marketing are some of the most eye catching in the halls.
Subsea 7’s whimsical 7 campaign, running on screens at its stand and posters on bus stops around Stavanger, shows today’s employees as seven year olds.
The message is that whatever seemed possible at age seven, is possible with Subsea 7 as well. “It is about taking a single idea and presenting it as simply as possible,” says Melvær & Lien’s creative adviser Jan Roger Moksnes.
Wintershall Norge says it has one of the best recent discovery records on the Norwegian continental shelf.
The company’s cheeky boast in enormous banners at the airport, that “by the time you return we’ll have discovered something new,” simply pushes the exploration success the company has had in the last few years, and suggests it is set to continue into the future.
Find the stop effect
Of course, it helps if companies have enough money in their marketing budgets to be able to invest in expensive campaigns. But Moksnes says that if they are creative even companies with smaller budgets can be successful.
“A smaller company needs to simplify and concentrate on one message and go all in on one message,” he says. “You need to be creative and find the stop effect – something which will interest people enough.” Front page — click here!