Petro Rabigh                              IPO Awareness CampaignCreative Cut retains the intellectual property rights to t...
Executive Summary   Point of view   Communication   About us   Q&A
A point of view on what’shappening
Our Pride:Kingdom of Saudi Arabia                          FAQ’s:                          • Est. Pop 24m                 ...
Huge Source of Income                        FAQ’s:                        • Largest reserves of                          ...
Generating great Cash                        FAQ’s:                        • Revenues $174bn in 2006                      ...
Where do the Government Invest?                                     Knowledge-       Transportation                   Base...
And through a series of NewEconomic Cities & Mega Projects “The impact of these economic cities by 2020 is $150 billion in...
Saudi Petrochemicals,massive expansion       Sabic subsidiary Saudi Kayan has signed an agreement       with Chinas HuanQi...
Kingdom Aims to Become No.3in Petrochemicals Sector  “We can safely say that the increase in  investments between 2005 and...
Kingdom is leading Middle East  “Middle East well positioned to become  global petrochemical hub & Saudi is  leading...”  ...
Government Vision   Diversify the Economy - through industry   Rapidly build human resources   Expand public services ...
Saudis do feel it, and believe            that:“Things are changing...”
The mood of the market:      “Positive”
In short:             The market is growing...            The economy is growing...           The population is growing......
Era of prosperity
Where does Petro Rabigh fitCapture the mood in KSA or seize         the opportunity                &    Impact the life of...
Launching Petro Rabigh
The Magic of Branding"A brand that captures your mind gainsbehavior... A brand that captures yourheart gains commitment......
To target the Saudi heart & mind      To a more Human World  Lift Petro Rabigh from the techno/industrial             worl...
The 4 Elements of “Life”          Air              Fire                 ‫الحيبة‬         Water             Earth
The 4 Elements of “Our Life”         Heritage                Society                    ‫حيبتــٌب‬        Economy         ...
The 4 Elements of “Our Life”         Heritage                Society                    ‫حيبتــٌب‬        Economy         ...
Creative Work: Local B2C
Phase 1: Pre-IPO
Print
Teaser
Revealer
Teaser
Revealer
Teaser
Revealer
Teaser
Revealer
Outdoor
Mupi
Unipole
Giganto
15” TVCs
‫‪Heritage‬‬           ‫بـتشو سابغ... تشاثـــٌب :‪VO‬‬   ‫حيــبتــٌب :‪VO‬‬
‫‪Society‬‬          ‫بـتشو سابغ... هجـــتوعٌب :‪VO‬‬   ‫حيــبتــٌب :‪VO‬‬
‫‪Economy‬‬          ‫بتشو سابغ.. إقتصبدًــب :‪VO‬‬   ‫حيــبتــٌب :‪VO‬‬
‫‪Environment‬‬              ‫بتشو سابغ.. بيئــتٌب :‪VO‬‬   ‫حيــبتــٌب :‪VO‬‬
Phase 2: IPO
Print
45” TVC
‫يشٓذ نشجم ٚتسهك َخهح‬‫ًعل ُ أى الصعىد إلى ...‬                  ‫ن‬         ‫ٔٚمٕو تمؽف ثًاس انثهخ‬                      ...
‫تستًش انكايٛشا فٙ االستفاع‬                               ‫نُشٖ‬‫جزوس ساسخت‬                      ‫يشٓذا خالتً يٍ أػهٗ‬  ...
‫أدذ األتُاء ٚهتمػ‬‫وألجيبلٌب هي بعذًب ...‬                         ‫... انكشج يٍ األسض‬‫إال بعزيوت صبدقت ...‬      ‫ٔٚشيٙ...
‫ا‬                  ‫تمتشب انكايٛشا يٍ األب تذسٚجًٛ‬ ‫وعلى يقيي ...‬           ‫ٔاالتتسايح تشتسى‬                        ...
‫األب ٚمٕو تششح يفصم‬‫ال ُذس ُ إال بخبشة ...‬              ‫ي ك‬          ‫ػٍ أًْٛح انًٕلغ‬                          ‫نٕفذ...
‫ا‬                              ‫تشتفغ انكايٛشا تذسٚجًٛ‬        ‫ثبقبت ...‬                             ‫نُشٖ انُالهح يٍ ...
‫ٔتثتؼذ انكايٛشا فٙ تساسع‬‫على طبيعتهب وعطبءهب ...‬                             ‫يتضاٚذ ٔتذٌٔ تٕلف‬                       ...
‫فٙ انًشٓذ األخٛش َشٖ شؼاس‬‫الشعبيت انكافٛح ....‬          ‫(تتشٔ ساتغ)‬                       ‫أداغ تكٕكة األسض تًايا‬   ...
Effect of the Communication Platformon Public (B2C)   Public Awareness   Public Confidence   Public Information   Soci...
Role of the Campaign Position Petro Rabigh as Hot issue to the public Make sure that the issue going to be over  subscri...
Brand Positioning StatementTo Saudis who believe that things are changing,Petro Rabigh is a new leading Petrochemicalcompa...
Creative Work: International B2B
Petrochemicals Petrochemicals are essential raw material to huge  amount of products These products can be shaped and re...
Effect of the Communication Platformon Business (B2B)   Attract stakeholders   Keep stakeholders   Recruit employees  ...
Print
45” TVC
SCENE                               VOWe start in a nice bedroomAnd a man putting the alarm            Off  (nice calm mus...
SCENE                            VO                             we build a future to beWe see him washing up              ...
SCENE                            VO     The camera goes                               Hence, the requirement of    To an e...
SCENE                              VOThe camera reveal a real                              With extreme versatility..     ...
SCENE                              VO   The camera zoom out                                  we meet very specific   And r...
SCENE                           VOThe camera starts to crane Down to a line of bottlesThen smoothly, the camera           ...
SCENE                             VO                              selection and value so it The camera takes a wide       ...
SCENE                          VO                             and we want to play A scene of the glowing                  ...
SCENE                      VO  Petro Rabigh logo                           Petro-Rabigh …     Will appearThe tag line will...
Vision vs. Action “A Vision without Action is just a dream, an Action without a Vision just passes the time, a Vision with...
About Creative Cut
Who we are Creative Cut is totally Saudi owned company established in  year 2005. Though quite young in age has achieved...
Key Clients
Budget
Standard Budget                                              Phase 1: Pre IPO                                           It...
Extra Budget                                              Phase 1: Pre IPO                                           Item ...
Thank you...
Q&A
Final petro rabigh presentation
Final petro rabigh presentation
Final petro rabigh presentation
Final petro rabigh presentation
Final petro rabigh presentation
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Final petro rabigh presentation

  1. 1. Petro Rabigh IPO Awareness CampaignCreative Cut retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or replication in any form is strictly prohibited
  2. 2. Executive Summary Point of view Communication About us Q&A
  3. 3. A point of view on what’shappening
  4. 4. Our Pride:Kingdom of Saudi Arabia FAQ’s: • Est. Pop 24m • Pop. growth @ 3% pa • 60% below 20yrs • 13 provinces
  5. 5. Huge Source of Income FAQ’s: • Largest reserves of petroleum in the world (26% of the proved total) • 75% of budget revenues
  6. 6. Generating great Cash FAQ’s: • Revenues $174bn in 2006 • Surplus $71bn in 2006 • GDP growth @ 4%
  7. 7. Where do the Government Invest? Knowledge- Transportation Based Industries Government Investment Information Energy Com. & Tech.
  8. 8. And through a series of NewEconomic Cities & Mega Projects “The impact of these economic cities by 2020 is $150 billion incontribution to GDP growth, 1.3 million jobs to be created, and to accommodate 4.8 million of the total population,” Amr Al-Dabbagh ?
  9. 9. Saudi Petrochemicals,massive expansion Sabic subsidiary Saudi Kayan has signed an agreement with Chinas HuanQiu Contracting & Engineering for the construction of a new high density polyethylene plant in Jubail Industrial City, with an annual capacity of 5.6m tonnes of product.
  10. 10. Kingdom Aims to Become No.3in Petrochemicals Sector “We can safely say that the increase in investments between 2005 and 2012 will total $70 billion...” Ali Al-Naimi
  11. 11. Kingdom is leading Middle East “Middle East well positioned to become global petrochemical hub & Saudi is leading...” Dow Chemical Company
  12. 12. Government Vision Diversify the Economy - through industry Rapidly build human resources Expand public services Encourage expansion of private sector Streamline public sector/governance structures
  13. 13. Saudis do feel it, and believe that:“Things are changing...”
  14. 14. The mood of the market: “Positive”
  15. 15. In short: The market is growing... The economy is growing... The population is growing... The positive mood is growing... The purchasing power is growing...Great Opportunity To Capture & Drive Growth
  16. 16. Era of prosperity
  17. 17. Where does Petro Rabigh fitCapture the mood in KSA or seize the opportunity & Impact the life of Saudis
  18. 18. Launching Petro Rabigh
  19. 19. The Magic of Branding"A brand that captures your mind gainsbehavior... A brand that captures yourheart gains commitment..." Scott Talgo
  20. 20. To target the Saudi heart & mind To a more Human World Lift Petro Rabigh from the techno/industrial world of petrochemicals
  21. 21. The 4 Elements of “Life” Air Fire ‫الحيبة‬ Water Earth
  22. 22. The 4 Elements of “Our Life” Heritage Society ‫حيبتــٌب‬ Economy Environment
  23. 23. The 4 Elements of “Our Life” Heritage Society ‫حيبتــٌب‬ Economy Environment
  24. 24. Creative Work: Local B2C
  25. 25. Phase 1: Pre-IPO
  26. 26. Print
  27. 27. Teaser
  28. 28. Revealer
  29. 29. Teaser
  30. 30. Revealer
  31. 31. Teaser
  32. 32. Revealer
  33. 33. Teaser
  34. 34. Revealer
  35. 35. Outdoor
  36. 36. Mupi
  37. 37. Unipole
  38. 38. Giganto
  39. 39. 15” TVCs
  40. 40. ‫‪Heritage‬‬ ‫بـتشو سابغ... تشاثـــٌب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬
  41. 41. ‫‪Society‬‬ ‫بـتشو سابغ... هجـــتوعٌب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬
  42. 42. ‫‪Economy‬‬ ‫بتشو سابغ.. إقتصبدًــب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬
  43. 43. ‫‪Environment‬‬ ‫بتشو سابغ.. بيئــتٌب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬
  44. 44. Phase 2: IPO
  45. 45. Print
  46. 46. 45” TVC
  47. 47. ‫يشٓذ نشجم ٚتسهك َخهح‬‫ًعل ُ أى الصعىد إلى ...‬ ‫ن‬ ‫ٔٚمٕو تمؽف ثًاس انثهخ‬ ‫تانؽشق انتهمٛذٚح‬ ‫تثتؼذ انكايٛشا يٍ انشجم‬ ‫هشاقي الوج ِ ...‬ ‫ذ‬ ‫أكثش فأكثش يغ انصؼٕد‬ ‫إنٗ أػهٗ نُشٖ نمؽح نًجًٕػح‬ ‫اليبذأ إال هي ...‬ ‫يٍ انُخم‬
  48. 48. ‫تستًش انكايٛشا فٙ االستفاع‬ ‫نُشٖ‬‫جزوس ساسخت‬ ‫يشٓذا خالتً يٍ أػهٗ‬ ‫ا‬ ‫ً‬ ‫نًسادح خعشاء‬ ‫تمتشب انكايٛشا يجذدا ٔتسشػح‬ ‫ً‬‫والوستقبل ...‬ ‫يتجٓح إنٗ دذٚمح يُضنٛح ...‬ ‫يُسمح نؼائهح سؼٕدٚح ْٔى‬‫لي يشش َ لٌب ...‬ ‫ق‬ ‫ٚتثادنٌٕ انذذٚث ٔٚمعٌٕ‬ ‫ا‬ ‫ٔلتا يًتؼً‬ ‫ً‬
  49. 49. ‫أدذ األتُاء ٚهتمػ‬‫وألجيبلٌب هي بعذًب ...‬ ‫... انكشج يٍ األسض‬‫إال بعزيوت صبدقت ...‬ ‫ٔٚشيٙ تٓا إنٗ األب‬ ‫وه ّت ًبفزة ...‬ ‫و‬ ‫انز٘ ٚهتمؽٓا تذٔسِ‬
  50. 50. ‫ا‬ ‫تمتشب انكايٛشا يٍ األب تذسٚجًٛ‬ ‫وعلى يقيي ...‬ ‫ٔاالتتسايح تشتسى‬ ‫ػهٗ ٔجّٓ‬ ‫تثتؼذ انكايٛشا يجذدا‬ ‫هي أى سغذ ...‬ ‫يغ اختالف كهٙ نهخهفٛح‬‫العيش وسعته ...‬ ‫ٚمٕو األب تاستذاء خٕرج انؼًم‬
  51. 51. ‫األب ٚمٕو تششح يفصم‬‫ال ُذس ُ إال بخبشة ...‬ ‫ي ك‬ ‫ػٍ أًْٛح انًٕلغ‬ ‫نٕفذ أجُثٙ ٚاتاَٙ‬ ‫انكايٛشا تتؼمة ٚذ األب‬ ‫صبئبت ...‬ ‫يتجٓح إنٗ األياو‬ ‫أثُاء رنك تظٓش‬ ‫وًظشة ...‬ ‫َالهح نهغاص انسائم‬
  52. 52. ‫ا‬ ‫تشتفغ انكايٛشا تذسٚجًٛ‬ ‫ثبقبت ...‬ ‫نُشٖ انُالهح يٍ أػهٗ...‬ ‫......‬ ‫ٔتستًش انكايٛشا فٙ االستفاع‬ ‫نُشٖ انؽشق يًتذج‬‫أهب الحيبة فلي تستو َ ...‬ ‫ش‬
  53. 53. ‫ٔتثتؼذ انكايٛشا فٙ تساسع‬‫على طبيعتهب وعطبءهب ...‬ ‫يتضاٚذ ٔتذٌٔ تٕلف‬ ‫أثُاء رنك َشٖ ٔيٛط ٚهًغ‬ ‫إال ارا ببدلٌبهب ...‬ ‫ػهٗ انكشج األسظٛح‬ ‫آخزا فٙ انتكٌٕ ٔاالَتشاس‬ ‫االهتوب َ وهٌحٌبهب ...‬ ‫م‬ ‫دٕل كٕكة األسض تاؼشاد‬ ‫يغ دشكح انكايٛشا‬
  54. 54. ‫فٙ انًشٓذ األخٛش َشٖ شؼاس‬‫الشعبيت انكافٛح ....‬ ‫(تتشٔ ساتغ)‬ ‫أداغ تكٕكة األسض تًايا‬ ‫ٚظٓش تؼذ رنك انشؼاس انكايم‬‫بتشو سابغ .. حيبتٌب‬ ‫نـ(تتشٔ ساتغ)‬
  55. 55. Effect of the Communication Platformon Public (B2C) Public Awareness Public Confidence Public Information Social Accountability Increase in brand value ” ‫”حـيـــــبتـٌـــــب‬
  56. 56. Role of the Campaign Position Petro Rabigh as Hot issue to the public Make sure that the issue going to be over subscribed, and it trades at immediate premium in first day of trading Increase the market capitalization of Petro Rabigh when it starts trading in the open market
  57. 57. Brand Positioning StatementTo Saudis who believe that things are changing,Petro Rabigh is a new leading Petrochemicalcompany that would contribute to the wealth of thecountry, in tune with Saudi values and internationaldevelopments that fuels the economy so that it helpsmake their life getting better.Mode: DynamicTone: Positive, optimistic, confident, responsible and forward looking.
  58. 58. Creative Work: International B2B
  59. 59. Petrochemicals Petrochemicals are essential raw material to huge amount of products These products can be shaped and reshaped to fulfil various consumer daily needs Needs that if not satisfied life is going to be hard ” Shaping Life”
  60. 60. Effect of the Communication Platformon Business (B2B) Attract stakeholders Keep stakeholders Recruit employees Attract business partners Shift business focus
  61. 61. Print
  62. 62. 45” TVC
  63. 63. SCENE VOWe start in a nice bedroomAnd a man putting the alarm Off (nice calm music at the Background) With magnificent equilibriumThe guy opens the curtain of advanced technology of Sumitomo Chemicals and significant quality of He enters the bathroom ARAMCO
  64. 64. SCENE VO we build a future to beWe see him washing up ideally suited to life.Cut to his hand grabbing The robe There is an exceedinglyHe flips the robe on his harmonious balance of life; shoulder on land.
  65. 65. SCENE VO The camera goes Hence, the requirement of To an extreme zoom art and science is… To the robe The camera reveals Threads in a factory. to enhance industrial We see the process of the applications and…Threads going in the machine we zoom in to one of the Fabrics that has the meet expectations. Pattern of tree leaf
  66. 66. SCENE VOThe camera reveal a real With extreme versatility.. Tree leafa drop of water goes down and ability… From the leafwhen the drop comes down In the water it create a tailored for plastic products.. ripple
  67. 67. SCENE VO The camera zoom out we meet very specific And reveal a glass of technical needs… water The camera pans up and protect human healthThat we are in bottling plant and the environment, … the camera zooms in to keep the miraculous To the cap of the bottle manner of the blue planet.
  68. 68. SCENE VOThe camera starts to crane Down to a line of bottlesThen smoothly, the camera We make sure that our… Zooms in to the label it reveals a real orange fertilizers offer In a farm superior quality,..
  69. 69. SCENE VO selection and value so it The camera takes a wide presents perfect balance Shot of the farm of nature.The camera starts zooming Because we owe itOut gradually from the farm to life on earth. the camera pans up We know that earth is a Until we see the surface planet teeming with life,.. Of the earth
  70. 70. SCENE VO and we want to play A scene of the glowing a part of… Planet earthThe logo starts morphing shaping your life, .. From the planetuntil we see the full logo everyday.
  71. 71. SCENE VO Petro Rabigh logo Petro-Rabigh … Will appearThe tag line will appear Shaping Life
  72. 72. Vision vs. Action “A Vision without Action is just a dream, an Action without a Vision just passes the time, a Vision with Action can change the world..." Nielson Mandela
  73. 73. About Creative Cut
  74. 74. Who we are Creative Cut is totally Saudi owned company established in year 2005. Though quite young in age has achieved big success in terms of Client portfolio and billings. Multi national professionals have come together to strengthen the foundation of this organization. We are steadily building a reputation for consistent work for a wide range of clients. Large and small. Clients with huge accounts. Even clients with tight budgets.
  75. 75. Key Clients
  76. 76. Budget
  77. 77. Standard Budget Phase 1: Pre IPO Item Creative Cost 8 Press Ads (teaser & revealer) 75,600.00 Outdoor: Unipole/ Giganto/ Megacom/ Mupi 22,400.00 Grand Total for Phase 1 98,000.00 Phase 2 : IPO Item Creative Cost 4 Press Ads 37,800.00 Detailed Prospectus Brochure (for 85 pages) 29,750.00 Summery Prospectus Brochure (for 20 pages) 5,250.00 Summery Prospectus Press 7,000.00 Grand Total for Phase 2 79,800.00 Phase 3 : Post IPO Item Creative Cost 4 Press Ads - English Language (Global Ads) 37,800.00 Grand Total for Phase 3 37,800.00 Client Servicing (Acount Management) 21,560.00 Total for All Phases 237,160.00
  78. 78. Extra Budget Phase 1: Pre IPO Item Creative Cost 4 TVCs (15 seconds) 52,800.00 Event Concept - 4 Roll Up Stands (80 x 2.20), Pop Up Stand (3 x 4), Banner (2.5 x 6) 16,800.00 Executive Kit ( Brochure, CD Rom flash based presentation, Gift item) 62,100.00 Grand Total for Phase 1 131,700.00 Phase 2 : IPO Item Creative Cost TVC (45 seconds) 13,200.00 Grand Total for Phase 2 13,200.00 Phase 3 : Post IPO Item Creative Cost TVC (45 seconds) - English Language (Global Ad) 26,400.00 Grand Total for Phase 3 26,400.00 Client Servicing (Acount Management) 10%
  79. 79. Thank you...
  80. 80. Q&A

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