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Energy Communication Conference 2014 - Making the case for gas, Øistein Johannesen, Informasjonsdirektør Statoil

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Energy Communication Conference 2014 - Making the case for gas, Øistein Johannesen, Informasjonsdirektør Statoil

  1. 1. Making the case for gas Øistein Johannessen Kommunikasjonsdirektør Markedsføring, Prosessering og Fornybar energi (MPR), Statoil 12 March 2014 2014-03-04
  2. 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. 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. 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. 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. 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. 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. 8. Classification: Internal 2013-08-19 8
  9. 9. Classification: Internal 2013-08-19 9
  10. 10. Classification: Internal 2013-08-19 1
  11. 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. 12. Brussels Airport (Summer 2011 – Summer 2014->?)
  13. 13. Creatives for UK 2013 1
  14. 14. New approach 2013 in Germany
  15. 15. Creatives Germany – Post election campaign Autumn 2013 1 Statoil.de/erdgas
  16. 16. Berlin Potzdamer/Leipziger Platz October 2013 1
  17. 17. Berlin Tegel Airport November and December 2013 1
  18. 18. Düsseldorf - Königstrasse (city centre) February 2014 1
  19. 19. Düsseldorf airport – security check placement October 2013-April 30 2014 1
  20. 20. Natural Gas Taxis in Berlin and Munich 2
  21. 21. Landing page: statoil.de/erdgas 2
  22. 22. Banner ads in important German News sites
  23. 23. Banner ads in International media – Geo targeted
  24. 24. Frankfrurter Allgemeine Zeitung, page 16/17, Wednesday 21 November 2012
  25. 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. 26 Presentation title Presenters name Presenters title E-mail address ……@statoil.com Tel: +4700000000 www.statoil.com
  27. 27. Increased knowledge drives reputation in the targeted markets
  28. 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. 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

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