SABIC - B2B Campaign

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Company:SABIC
Company Description:SABIC was founded in 1976 to create value from hydrocarbon gases associated with oil production in Saudi Arabia for the production of chemicals, polymers and fertilizers. Today, SABIC is the world’s 3rd largest diversified chemical company and operates in more than 50 countries employing around 40,000 employees and with innovation hubs in the USA, Europe, Middle East and Asia.
Nomination Category:Communications & Marketing Awards Categories
Nomination Sub Category:Communications or PR Campaign of the Year - Marketing - Business to Business

Nomination Title:Stories of Possible

In up to 525 words, tell the judges about the nominated campaign: its genesis, development, planning, commission, and performance to date: TEXT REDACTED FOR PUBLICATION

BRIEFING:

SABIC’s vision is to become the world’s preferred leader in chemicals. Stories of Possible reveals why our customers chose SABIC as their supplier and shows how value chain collaboration enables to materialize a better quality for us all.

OBJECTIVE:

This campaign is to capture, in a series of six personal stories, our customers' ambition and how SABIC helps to ‘make possible’ their visions to serve the industries and communities they operate and create value for the long term. The customers starring are: Kringlan Composites, Elopak, Kartell, Plast-Box, the Spanish City of Cartagena and Siemens. The campaign’s main objectives is to facilitate commercial effort in Europe and foster internal identification and pride through powering the perceived external prestige of SABIC. It targets SABIC customers, prospects, leads and SABIC’s Marketing and Commercial force. Launched in June 2015, Stories of Possible are hosted at sabic.com/storiesofpossible and streamed from vimeo.com. Each story is being shared via social media by our employees and customers.

TACTICS:

Stories of Possible was first launched internally end of April 2015 to an audience of 5,000 employees in Europe via intranet and with 2 events in the Netherlands, where our main sites are located. Shown at a movie theatre in Sittard, near SABIC’s European headquarters, 2 featurette films opened and closed the show of the six stories. The featurettes contain the testimonials of the cast, leadership, employees from manufacturing sites and creator of the campaign. SABIC’s employees who appeared in the films introduced each story live at the movie theatre giving their personal touch about the experience with their customers.

ACHIEVEMENTS:

Stories of Possible celebrates entrepreneurship. Both customers and SABIC consider this campaign an innovative approach to branding in the chemicals industry and vertical markets. This is the first time that the value chain appears in film to show the vision, the science and the importance of relationships to bring to market products, technologies and buildings that we make use every day.

The series of the first 6 stories is a start of an ongoing, pioneering initiative with more stories to come.

CREDITS:

Series written, produced and directed by Aline Stanworth, Communication Leader Europe, Innovative Plastics, SABIC

Webmaster – Michiel Boon, Communications Business Partner, Digital, SABIC

Provide a brief biography of the person or persons who lead the team that created and carried out the nominated communications campaign (up to 125 words):

Aline Stanworth is a passionate driver and believer in the power of strategic communications that enhances commercial performance, ensures a company’s license to operate and builds value chain alliances to propel and materialize value propositions like sustainability, customer focus and innovation.

As Communication Leader at SABIC in Europe, Aline's role is to act as business partner to senior leadership, creating and leading the implementation of strategic communications. This Brazilian and Dutch national carries more than 17 years of experience in Marketing and Communications positions in Personal Care, Healthcare, Music and Chemical Industries. She has an academic background in International Business Management, Journalism and Corporate Communications.