| Title | PROJECT IMAGINATION |
| Brand | STATOIL |
| Product/Service | STEM |
| Category |
A10. Live Brand Experience |
|
Entrant
|
TRY Oslo, NORWAY
|
|
Idea Creation
|
TRY Oslo, NORWAY
|
|
Media Placement
|
TA/OPT Oslo, NORWAY
|
|
Media Placement 2
|
IUM Oslo, NORWAY
|
|
PR
|
TRY Oslo, NORWAY
|
|
Production
|
FILM AGENCY OSLO, NORWAY
|
|
Production 2
|
MONSTER COMMERCIALS Oslo, NORWAY
|
|
Additional Company
|
SCIENCE PROJECTS London, UNITED KINGDOM
|
|
Additional Company 2
|
VERDENS STERKESTE MANN Oslo, NORWAY
|
|
Additional Company 3
|
BYHANDS (ILLUSTRATION) Oslo, NORWAY
|
Credits
| Egil Pay |
TRY |
Art Director |
| Lars Joachim Grimstad |
TRY |
Copywriter |
| Jonas Grønnern |
TRY |
Copywriter |
| Caroline Ekrem |
TRY |
Copywriter |
| Lars-Kristian Harveg |
TRY |
Art Director |
| Sara Hødnebø |
TRY |
Art Director |
| Jeppe Gjesti |
TRY |
Graphic designer |
| Mona Løkke |
TRY |
Project manager |
| Henrik Habberstad |
Statoil |
Client |
| Sindre Fossum Beyer |
TRY |
PR advisor |
| Lina Aas-Eng |
TRY |
PR advisor |
| Tim Holdsworth |
Science Projects |
Design and production manager |
| Jenny Holdsworth |
Science Projects |
Graphics and marketing manager |
| Ian Walters |
Science Projects |
Production |
| Jan Kristian Haavi |
TRY |
Designer |
| Marianne Strandly |
APT |
Producer |
| Nora Brech |
ByHands |
Illustrator |
| Linda Tillier |
APT |
Producer |
| Hanne Henriksen |
TA/OPT |
Head of client services |
| Pål Schultz |
TA/Opt |
Social media |
| Thea Emanuelsen |
TRY |
Art Director |
| Aleksander Erichsen |
TRY |
Art Director |
| Sven Jensen |
TRY |
Account Director |
| Roy Kristoffersen |
APT |
Motion graphics |
| Eirik Huse |
APT |
Animation |
| Magne Hage |
Apt Motion |
Motion graphics and animation |
| Caroline Werring |
Film Agency Oslo |
Producer |
| Vittoria Røkke Passalacqua |
Film Agency Oslo |
Producer |
| Andrea Eckerbom |
Tangrystan |
FIlm director |
| Lars Tovik |
Tangrystan |
Film director |
| Philip Notland |
TRY |
Designer |
| Karen Onsager |
Statoil |
Client |
| Karen Onsager |
Statoil |
Client |
The Campaign
Project Imagination was launched as a creativity contest which was really about inviting children to come up with ideas to new inventions within the areas of energy, travel, learning and nutrition. The project was totally based on user-generated content and ideas from children only. Schoolchildren through out Norway were invited though an advertising and social media campaign to submit creative ideas.
The best ideas should in fact be built as installations in an exhibition at science centres throughout Norway. The exhibition would travel from science centre to science centre so that as many children and families as possible would get the opportunity to visit and test the ideas - which again may cause a ripple effect of more interest for innovations, creativity and the STEM subjects.
Creative Execution
Statoil first announced the competition together with Norwegian science centers in June 2015. Through films in social media, print ads, outdoor boards and workshops on science centres, children were challenged to use your imagination to find solutions to tomorrow's challenges. More than 2400 ideas were submitted. 100 finalists were selected, and finally 12 winners, who got their invention built as a proper installation to the exhibitions that should tour the science museums of Noway in 2016 and 2017.
The Project Imagination exhibition was built in the spring of 2016. The first exhibition opened in August 2016 at the VilVite Center in Bergen, Norway. It will move to Oslo in November 2016, and then to Trondheim, Tromsoe and Stavanger in 2017.
The results were slightly overwhelming. The objective was to get 1800 idea submissions, while the actual number was 2400. 71% of those who had seen the communication claim that Statoil's commitment truly increases children and young peoples interest in science, technology, engineering and maths.
When the Project Imagination exhibition opened at VilVite in Bergen in August, the science centre experienced a 33% increase in the numbers of visitors compares to the same period last year.
The project has also created tremendous interest and press coverage in both regional and national media in Norway - which again has generated goodwill for Statoil.
Project Imagination is truly a high-involvement experiential marketing initiative. The purpose is both to entertain and to enlighten children and young aspiring engineers.
Innovation is key to unlock the door of future value creation. It is especially important to Statoil, which is Norway's main engine for research and innovation. STEM is simply key to future success, not only for the energy corporation - but for the country as a whole. Hence, there is a need for long-term thinking and genuine involvement.
The strategy is really based on Confucian philosophy; "tell me and I will forget, show me and I may remember, involve me and I will understand." Inspiring young people using their imagination simply best creates involvement. Furthermore, it is about engaging in fun, relevant and rewarding science experiences. Statoil gets goodwill in the short-run, and hopefully more talents to choose from in the long run.