ALASKA’S RELATIONSHIP WITH THE OIL & GAS INDUSTRY? IT’S COMPLICATED.
Alaskans have a love/hate relationship with the oil and gas industry. While they depend on the industry for Alaska’s state revenue (up to 90%), jobs (30%) and development of natural resources, some feel the industry is taking more than its fair share of the profits. In 2015, low oil prices resulted in dramatically less oil revenue and state budget challenges increasing this tension. This put Alaskans in a state of uncertainty, anxiety and frustration. The Alaska Oil and Gas Association (AOGA), a member organization made of oil and gas companies doing business in Alaska, hired Spawn Ideas to develop a campaign to clear up misinformation about oil and gas topics in the state.
ABUNDANT CONFUSION & MISINFORMATION
Research showed that a slight majority of Alaskans tied the state budget deficit to the oil industry – either low oil prices and/or confusion about the effect of recently passed tax legislation (SB 21). The controversial question: Did SB 21 provide incentives to spur investment, or was it a giveaway? Alaskans were split on this question as well as several others posed about the industry, exposing a wealth of misinformation and general lack of trust.
"DON'T TELL ME WHAT TO THINK!"
Our primary target audience of women and Millenials prefers optimistic, positive messages. They don’t want to be “educated” or told what to think, but instead favor self-discovery. Our challenge was huge: how could we deliver factual information to a skeptical audience from an untrusted industry in a way that would break through the clutter of typical “Big Oil” marketing campaigns.
DOING THINGS DIFFERENTLY
Our solution was brain-i-AK: a campaign that encouraged our audiences to find out more about oil and gas in Alaska (AK). At brainiAK.com, visitors tested their oil & gas IQ with a quiz. Many taking the test were surprised at their score. They were entered to win a $500 gas card by registering for the brain-i-AK Facts e-newsletter.
DIGITAL & SOCIAL TAKE THE LEAD
Our audience was skeptical of big budget TV placement and overproduced tactical executions based on earlier campaigns. Therefore, Spawn made digital and social mediums the lead, with a plan focused on multiple, integrated touch points to follow our female and Millennial targets throughout their busy days. A dedicated earned media plan supplemented paid media and included guest editorials, speaking engagements and participation at community events.
BETTER INFORMED ALASKANS
The brain-i-AK campaign met the objective of engaging Alaskans with a desire to get the facts on the oil and gas industry in Alaska.
American Marketing Association - Alaska Chapter
Advocacy Campaign of the Year
Public Relations Society of America - Alaska Chapter
Aurora Award - First Place