Not just the same old thing
In the rapidly evolving oil and gas industry, Baker Hughes faced the challenge of effectively introducing and differentiating its Leucipa™ Automated Field Production Solution to a saturated market. The core problem was communicating the innovative aspects and substantial benefits of Leucipa™, not just as another technological advancement but as a transformative approach to automated production, dramatically reducing inefficiencies, safety risks, and emissions.
The challenge was to create a compelling narrative to captivate and educate a diverse audience at their 2023 Annual Conference in Florence, Italy.
The primary objective was to create a high-end, tentpole video with a compelling narrative to captivate and educate a diverse audience at their 2023 Annual Conference in Florence, Italy and that would:
Clearly articulate the unique value proposition and benefits of the Leucipa™ solution to a global audience, particularly emphasizing its automation capabilities and its distinction from other solutions in the market.
Generate excitement and understanding among internal stakeholders, industry professionals, and potential customers, fostering a positive initial reception and engagement with the product.
Support the CEO’s keynote speech at the Annual Conference, enhancing the overall presentation and reinforcing the strategic importance of Leucipa™ to Baker Hughes’ innovation trajectory.
Extend the video’s reach beyond the conference through placements on the company’s website and social media channels to maximize exposure and engagement with a broader audience.
Use the momentum generated by the video’s reception to kick-start and propel the initial sales of the Leucipa™ solution, translating the audience’s interest and engagement into tangible business opportunities.
Our strategy centered on showcasing the Leucipa™ solution’s real-world impact, innovation, and benefits through
Collaborative Scripting: Working closely with Baker Hughes to develop a script that accurately reflects the Leucipa™ solution’s capabilities and differentiators.
Rapid Production Cycle: Implementing an accelerated production schedule to move from concept to final delivery within a 6-week period, ensuring readiness for the Annual Conference.
Visual Storytelling: Using high-quality production techniques to illustrate the Leucipa™ solution’s operational efficiency, sustainability benefits, and ease of integration.
Strategic Distribution: Leveraging the CEO’s keynote speech for the premiere, followed by hosting the video on the Baker Hughes website and distribution through YouTube and LinkedIn to reach a wider audience.
The video’s creative message was carefully crafted and aligned with the target audience’s interests and the product’s innovative attributes. The video resonated with operators seeking modern, practical solutions by emphasizing automation’s role in addressing current industry challenges, such as inefficiencies, environmental concerns, and communication delays. The tone was authoritative yet accessible, ensuring the content was engaging for a broad range of viewers, from industry veterans to potential clients curious about the latest advancements. This approach supported the objectives by presenting the Leucipa™ solution as a technological achievement and a new standard for operational excellence in the oil and gas sector.
The video exceeded its objectives, demonstrated by:
Expanded Global Footprint: One year after the introduction of Leucipa™, the solution is operational in over 20 countries, supporting more than 60,000 wells worldwide and offering over 70 unique workflows.
Conference Reception: Exceptional feedback from the 2023 Annual Conference attendees, significantly contributing to the keynote speech’s impact.
Internal Acknowledgment: The video’s acclaim within Baker Hughes led to its use by the CEO in his keynote address, underscoring its effectiveness in highlighting the strategic importance of the Leucipa™ solution.
Digital Engagement: Following the conference, the video featured on the Baker Hughes website and shared on YouTube attracted over 1.6K views, extending the product’s visibility and engagement beyond the initial audience.
Industry Recognition: The video was an effective marketing tool and a case study in leveraging high-quality video production to rapidly and compellingly introduce complex technological solutions in a competitive market.
And then they
asked us again.
The feedback from the first video was so positive both internally and externally, Baker Hughes approached us again and asked us to make another video celebrating their one year anniversary of Leucipa.
Additionally, we were selected as a finalist in the interactive, multimedia & video, marketing/sales category for our work on the Leucipa Launch Video, at the AMA Houston – American Marketing Association Crystal Awards.
