1. Making the case for gas
Øistein Johannessen
Kommunikasjonsdirektør Markedsføring, Prosessering og
Fornybar energi (MPR), Statoil
12 March 2014
2014-03-04

2. 0
400
800
1200
2010 2020 2030
North American gas demand (bcm)
0
400
800
1200
2010 2020 2030
European gas demand
(bcm)
0
400
800
1200
2010 2020 2030
Asian gas demand (bcm)
Supply driven
growth
LNG pull
Energy policy
in the making
Global gas market dynamics impacting Europe
Source: Statoil Analysis2

3. Strong competitive position from the NCS
• Cost competitive gas supply with direct
access to liquid market points
• Significant value from both upstream
and downstream flexibility
• Strong marketing and trading
competence to leverage flexibility and
market opportunities
Norway
Russia
Algeria
Pipeline
LNG
400 – 1200 km
~3000 km
6000 – 7000km
Caspian
Region
~4000 km
3

4. EU energy markets are increasingly politicised
4
Source: Statoil analysis
0
10
20
30
40
50
60
70
80
2005 2006 2007 2008 2009 2010 2011 2012 2013
Climate Policy Initiatives Energy Policy Initiatives
EU policy initiatives relevant for the
energy industry
• Major growth in EU policy initiatives
• European energy markets driven by policies
and regulations rather than fundamentals

5. Unsolved issues
• Coal is increasing its market share and
backing up renewables
• German CO2 emissions are on the rise
• German households are paying a high
price for the energy transformation
Source: IHS CERA, Statoil
0
50
100
150
200
250
300
350
2010 2011 2012 2013
(projected)
German power sector emissions
Coal Gas Other
5
0
5
10
15
20
France Germany Italy United
Kingdom
EURcentsperKWh
Average household electricity price in
selected European countries
Retail and wholesale Network Renewables Other
Source: IEA

6. • Started: 17. January 2011
• Part of Statoils Global Brand Introduction Program
• Focus first year : Germany, the UK , Belgium (Pan European
messages)
• Target groups; Informed elite (10-15% of the population) – and internal
audiences
• Communication goal; Raise the voice for Natural gas
• Media strategy: Digital focus
• Channels used most frecuently;
• Digital, Print, OOH (Posters) and Media partnerships
• Theme: Gas to power
Classification: Internal 2011-12-07
Campaign history

7. Target Cluster: overview
Educated Public Buyer:
Industry & Utilities
Policy Shapers:
Lobbyists &
Associations
Opinion Makers:
Journalists
CORE TARGET
INFLUENCER INFLUENCER
Need to believe
their lives and
futures are
being looked
after
NEEDS
Policy Makers:
Politicians &
Ministries
Need solutions
that protect the
profitability of the
company
Need solutions
which protect the
country as a
whole
Need their
interests to be
heard
Need information
and arguments to
spread

8. Classification: Internal 2013-08-19
8

9. Classification: Internal 2013-08-19
9

10. Classification: Internal 2013-08-19
1

11. German Gas Campaign, channel overview
Q2/2012 : Focused Online/Ipad, Newspapers/Magazines and Poster activities
Online Ipad
Newspapers/
Magazines
Posters
posters &
targeted
billboards
Event
Wilhelmsstrasse, Berlin in May
Alexanderplatz, Berlin in June

12. Brussels Airport (Summer 2011 – Summer 2014->?)

13. Creatives for UK 2013
1

14. New approach 2013 in Germany

15. Creatives Germany – Post election campaign Autumn 2013
1
Statoil.de/erdgas

16. Berlin Potzdamer/Leipziger Platz October 2013
1

17. Berlin Tegel Airport
November and December 2013
1

18. Düsseldorf - Königstrasse (city centre)
February 2014
1

19. Düsseldorf airport – security check placement
October 2013-April 30 2014
1

20. Natural Gas Taxis in Berlin and Munich
2

21. Landing page: statoil.de/erdgas
2

22. Banner ads in important German News sites

23. Banner ads in International media – Geo targeted

24. Frankfrurter Allgemeine Zeitung, page 16/17, Wednesday 21 November 2012

25. Handelsblatt Energiewirtschaft sponsorship
2
Largest Energy event in Germany
Statoil main sponsor 2013/2014
Integrated activities:
• Eldar Sætre Keynote speaker
• Stand in conference hall
• Posters in Berlin during conference
• Outreach to media
• Statoil branded gas taxi’s outside
conference hotel
• Stakeholder meetings*

26. 26
Presentation title
Presenters name
Presenters title
E-mail address ……@statoil.com
Tel: +4700000000
www.statoil.com

27. Increased knowledge drives reputation in
the targeted markets

28. 3
2
5
8
5
5
6
32
14
16
21
25
32
33
35
50
23
34
31
32
40
40
38
15
33
33
35
25
18
17
16
1
26
14
7
8
3
3
4
1
1
1
1
2
1
1
1
1
Financial Services
Oil and Gas
Energy
Pharmaceuticals
Mobile
Construction
Telecommunications
Engineering
% Very good % Fairly good % Neither good nor poor % Fairly poor % Very poor % Don't know
Question: How do you rate the overall reputation of the following industries? (INTRO1)
Base: All Informed Elites in GER (n=553)
Industry Reputations
82 50
41 55
38 42
37 55
32 41
26 59
18 61
17 33
NET GOOD

29. A European supply gap is emerging
• Uncertain short demand outlook –
positive long term outlook
• ~260 bcm of new gas supplies needs
to be made available by 2030
• Increased global competition for gas
From existing sources
European gas supply challenge towards 2030*
0
150
300
450
600
750
Demand 2012 Decline
indigenous
production
Demand
growth
Supply gap
2030
bcm
Source: Statoil Analysis29