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Making the case for gasØistein Johannessen
Kommunikasjonsdirektør Markedsføring, Prosessering og Fornybar energi (MPR), Statoil
12 March 2014 2014-03-04
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2010 2020 20300
400
800
1200
North American gas demand (bcm)
2010 2020 20300
400
800
1200
European gas demand (bcm)
2010 2020 20300
400
800
1200
Asian gas demand (bcm)
Supply driven growth
LNG pullEnergy policy in the making
Global gas market dynamics impacting Europe
Source: Statoil Analysis2
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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
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EU energy markets are increasingly politicised
4
Source: Statoil analysis
2005 2006 2007 2008 2009 2010 2011 2012 20130
10
20
30
40
50
60
70
80
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
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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
2010 2011 2012 2013 (projected)0
50100150200250300350
German power sector emissions
Coal Gas Other
5
France Germany Italy United Kingdom
0
5
10
15
20
Average household electricity price in selected European countries
Retail and wholesale Network
Renewables Other
EU
R c
en
ts p
er
KW
h
Source: IEA
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• 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
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Target Cluster: overview
Educated Public
Buyer:Industry & Utilities
Policy Shapers:Lobbyists & Associations
Opinion Makers:Journalists
CORE TARGETINFLUENCER 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
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Classification: Internal 2013-08-19
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Classification: Internal 2013-08-19
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Classification: Internal 2013-08-19
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German Gas Campaign, channel overviewQ2/2012 : Focused Online/Ipad, Newspapers/Magazines and Poster activities
Online IpadNewspapers/
Magazines
Postersposters & targeted
billboards
Event
Wilhelmsstrasse, Berlin in May
Alexanderplatz, Berlin in June
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Brussels Airport (Summer 2011 – Summer 2014->?)
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Creatives for UK 2013
13
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New approach 2013 in Germany
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Creatives Germany – Post election campaign Autumn 2013
15
Statoil.de/erdgas
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Berlin Potzdamer/Leipziger Platz October 2013
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Berlin Tegel Airport November and December 2013
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Düsseldorf - Königstrasse (city centre)February 2014
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Düsseldorf airport – security check placementOctober 2013-April 30 2014
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Natural Gas Taxis in Berlin and Munich
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Landing page: statoil.de/erdgas
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Banner ads in important German News sites
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Banner ads in International media – Geo targeted
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Frankfrurter Allgemeine Zeitung, page 16/17, Wednesday 21 November 2012
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Handelsblatt Energiewirtschaft sponsorship
25
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*
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Presentation title
Presenters namePresenters titleE-mail address ……@statoil.comTel: +4700000000
www.statoil.com
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Increased knowledge drives reputation in the targeted markets
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Financial Services
Oil and Gas
Energy
Pharmaceuticals
Mobile
Construction
Telecommunications
Engineering
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
% 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
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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 gasFrom existing sources
European gas supply challenge towards 2030*
0
150
300
450
600
750
Demand 2012 Declineindigenousproduction
Demandgrowth
Supply gap2030
bcm
Source: Statoil Analysis29