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Think Big, Start Small, Adjust Fast
Anja Andersen
Corporate Brand Manager, Maersk Group
March 19, 2015
HR Days CroatiaThink Big, Start Small, Adjust FastAnja Andersen - @doubleAAN
Our strategy – focus on five
MAERSK LINE MAERSK OIL MAERSK DRILLING
APM TERMINALS APM SHIPPING SERVICES
page 4
Read…Listen…
View…
New ways to engage…
Active choices
Direct consequences
Interactive stories
High adaptability
Multi-user
Passive reception
Linear stories
Low repeatability
Single-player
Experience
Special characteristics
How do you build an Employer Brand in new markets where your company is unknown?
Key take away’s
Best opportunity to experience the subsurface of the Earth in a digital setting
Oil is an indispensable resource
The oil industry is exciting, sophisticated / high tech, value creating and potentially exciting to work for
Maersk Drilling are innovative industry leaders and innovative brands
I understand the business model of the industry
I experience a working environment at sea, subsea and the interior of the earth
I can see how the underground ‘looks’ like
Key message 1
Maersk is more than shipping – its also a world leading drilling company.
Key message 2
I need the game as tool for educating my students about oil geology.
page 6
We collected the insights behind the solution: The first RTS game about the oil industry
Forces of Nature
Solution: A freely distributed and social media integrated computer game on par with high quality games for sale. A game in the most popular game genre: Real time strategy *
KEY MESSAGES AND COMMUNICATION ASSETS
Technology, innovation and mega constructions
Enormous investments
The unknown, deep down in Earth
Seismic Drilling Production
Risk and urgency
*Game genre: RTS counts for 33.6% of game units sold in 2010 (USA)
page 7
Local and global media coverage (Selected online media examples)
page 8
Quest for Oil – live interviews deliveredpage 9
10 June
10 June
10 June
10 June
Part 1 Part 2
10 June
Additional examples: Boot camp 11 June 2013Yahoo via SkyNews 10June Ere Net -10 JuneEurogamer.fr 10 JuneMaritime Executive 10 JuneYour Oil And Gas News 11 JuneSky News 12 June Sweet Crude Reports 12 JunePlatts 13 JuneNews Uk 24 13 JuneFinance News 365 13 JuneCity Talk 13 JuneOnes New Page 13 JuneMarket Watch - 17 June
10 June
Local and global media coverage
(Selected TV media examples)
page 10
We continue the dialogue – Go play Quest for Oil - www.questforoilcom
page 11
Imagine this feeling….Who Dares Wins
page 12
Strengthening our focus on the Group Core Values
Consistent communication in constant change
• The composition of the Maersk workforce is constantly changing. The reach of the Group has developed enormously over the last 15 years to being presented in more than 130 countries around the world.
• Since the formal roll-out of the Values in 2004-2005, the Maersk Group has had a natural influx of new employees and managers.
• Ensuring that today’s managers are better equipped to discuss/convey.
Values in Action Framework
Values in Action Toolkit
Values in Action Case stories
Values in Action Applied Values
Values in Action Single Value Loop toolkit (for teams)
Values in Action Deep Dive toolkit
Group Core Values Booklet and poster
You didn’t learn to swim by talking about it
