In 2011, LUKOIL became the first Russian company to receive the qualification admission to work on the continental shelf of Norway, in his capacity as an operator. In 2012, the company was established in Oslo, and in 2013 a 22-ND license round, conducted by the Ministry of petroleum and energy of Norway took place. Ecology is one of the most important issues in Norway, so it was extremely important for Lukoil to position itself not only as a major energy company with advanced technologies but as a response in terms of ecology international corporation.
To expand Lukoil brand awareness beyond the oil and gas industry and present the company as a responsible international corporation with a special accent to the ecology. Instead of a PR campaign, which might be informative, but not so powerful in terms of building stereotypes, we proposed a creative solution based on the advertising campaign. Global TV channel BBC World News was chosen as a media platform because of the following qualities: the most trusted media brand with the largest influential audience among international political, business, economy, and ecology-related organizations. The start of the campaign was coordinated with the start of the World Economic Forum in Davos, so the company’s message was well positioned within topics of the greatest importance for the development of the world’s economy.
LUKOIL has become a party to the joint ventures on two licensed sites in the Norwegian sector of the Barents Sea-PL and PL 719 708.
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