Project

In early 2015, despite continued investment and effort to communicate with Canadians about the oil sands, national trust in the industry was at an all-time low. It was clear that a new approach to reach and bolster support was required.

 

Upon joining the CAPP communications group, a 3-year strategy was developed in conjunction with the Vice President and members; the approach was to Hold, Intensify and Grow.  

 

The strategy required a new approach to speaking with Canadians. The industry had typically relied on subject matter experts who were difficult to relate to as they were scientists, engineers and business leaders and easily forgettable in today's advertising competition for attention. A different tact, one that would bolster pride in our supporter base while breaking through the clutter, was needed. 

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Result

Raise Your Hand was developed on an audience journey for industry supporters; they were not wrong to support the industry, they were not alone in their support, and they could be proud of their support. It also incorporated two primary elements identified from market research; the campaign used real people from all walks of life, both inside and outside the industry, and it branded this pride as Canadian. Not pride in Alberta. Not pride from only industry employees. Canadian-wide pride in the industry.

 

The campaign exceeded performance from all previous campaigns. The animated maple leaf became a significant driver of advertising recall, doubling historical recall rates to over 30% with half the campaign exposure and spend. Recruitment to the Canada's Energy Citizen program skyrocketed over the 8-week campaign with a 10-fold increase in sign-ups from across the country. In 2016, the campaign was adjusted slightly to the creative you see above - requiring an adjustment to regionally appeal to supporters in provinces not directly connected to operations. 

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