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
Executive Summary Point of view Communication About us Q&A
Our Pride:Kingdom of Saudi Arabia FAQ’s: • Est. Pop 24m • Pop. growth @ 3% pa • 60% below 20yrs • 13 provinces
Huge Source of Income FAQ’s: • Largest reserves of petroleum in the world (26% of the proved total) • 75% of budget revenues
Generating great Cash FAQ’s: • Revenues $174bn in 2006 • Surplus $71bn in 2006 • GDP growth @ 4%
Where do the Government Invest? Knowledge- Transportation Based Industries Government Investment Information Energy Com. & Tech.
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 ?
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.
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
Kingdom is leading Middle East “Middle East well positioned to become global petrochemical hub & Saudi is leading...” Dow Chemical Company
Government Vision Diversify the Economy - through industry Rapidly build human resources Expand public services Encourage expansion of private sector Streamline public sector/governance structures
Saudis do feel it, and believe that:“Things are changing...”
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
Effect of the Communication Platformon Public (B2C) Public Awareness Public Confidence Public Information Social Accountability Increase in brand value ” ”حـيـــــبتـٌـــــب
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
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.
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”
Effect of the Communication Platformon Business (B2B) Attract stakeholders Keep stakeholders Recruit employees Attract business partners Shift business focus
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
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.
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
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
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.
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,..
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
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.
SCENE VO Petro Rabigh logo Petro-Rabigh … Will appearThe tag line will appear Shaping Life
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
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.
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
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%