2018 Winners & Shortlists

ADNOC BRAND UNIFICATION

BrandABU DHABI NATIONAL OIL COMPANY (ADNOC)
Product/ServiceADNOC
EntrantALL ABOUT BRANDS Abu Dhabi, UNITED ARAB EMIRATES
CategoryCreation of a new Brand Identity or Rebrand / Refresh of an Existing Brand
Idea Creation ALL ABOUT BRANDS Abu Dhabi, UNITED ARAB EMIRATES

The Campaign

The idea was to unite the ADNOC group under one brand, one vision and one culture. Rather than losing the established brand equity in the existing headquarters' brand we chose to evolve it by refining the falcon illustration, making the Arabic more prominent and adding a new, bolder font that had a better balance with the brand icon. As the largest employer in the UAE and 12th largest oil company in the world we creatively aligned all businesses within the 50,000+ person company by establishing a constant voice, including a stronger logo and visual language that stretches from the desert drill right to the petrol pump. As part of this visual language, we developed infographics, icons, keylines, borders and a new advertising slogan, "Energy With Impact." The new brand amplifies the importance of ADNOC to the UAE's prosperity and development and realises efficiencies and the full value of the group.

Creative Execution

With the new brand architecture and brand framework defined ADNOC had a unique opportunity to unite and inspire their employees and to educate local and international stakeholders. Internal employee campaign included: -Survey to all employees re: current and future brand -Interactive voting screens for employees to vote on words that they felt best represented the brand -Employee microsite -Video booth which allowed employees to answer questions about working at ADNOC -Brand workshops Launch and external campaign included: -Launch event at ADNOC HQ including extensive internal and external branding -Snapchat filter to allow employees to engage with the new brand on social media -First ever corporate display by the national Al Fursan aerobatic team -Branded dhows sailing up the Corniche -Creation of films and launch footage -Press and outdoor advertising - takeover of all media spots on the Abu Dhabi Corniche -Social media aggregator display at HQ -New Group-wide website

Indication of how successful the outcome was in the market

The monolithic architecture and brand launch resulted in the following achievements: -Increased brand value of at least $3 million -10% increase in Group and OPCO value -Reduction in AED 50 million in Group-wide marketing costs -Aligned and united the Group - creating a Group-wide corporate culture -Reduced investment and management costs -Heightened brand awareness, visibility and understanding locally and internationally -Mass media coverage including online media across 759 outlets and 100+ print articles and over 7.5k social media mentions, +59.1k engagements and a potential reach of +6.9 Billion His Highness Shaikh Mohammad Bin Zayed Al Nahyan, Crown Prince of Abu Dhabi and Deputy Supreme Commander of the UAE Armed Forces said in a tweet that unifying the ADNOC group of companies under one corporate identity is the right step at the right time that will enable the company to leverage its strengths and reinforce its competitiveness.

The strategic approach consisted of: -Audit of ADNOC, its subsidiaries and JV partners -An in-depth study of ADNOC international peer group to assess their business structure, strategy, ownership model -One-to-one interviews with heads of each Directorate to effectively identify areas of opportunity and mitigate potential issues -Development of alternative architecture models with pros and cons -Agreed brand architecture - structure, naming and exceptions -Visual identity refresh and guidelines to allow the brand to be rigorously and consistently applied -Brand positioning and framework developed -Building of consensus for a monolithic approach between all group companies -Workshops and town hall meetings The research and analysis revealed a complex structure, comprising brands with limited equity and numerous cultures. The subsidiaries within ADNOC were silo-ed, undervalued, lacked synergy and economies of scale. (See diagram 1) The new monolithic architecture (see diagram 2) realised efficiencies and the full value of the Group.

Credits

Name Company Role
Mark Rollinson All About Brands Chairman
Thoby Prinsep All About Brands Design Director
Oliver Chilton All About Brands Senior Designer
Links
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