Challenge: Separate Dow product businesses have individually provided specialty chemicals to the oil and gas industry for years. However, in 2008, a new “market-facing” strategy required that customers see Dow as more than just a chemical supplier.
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Solution: Dow Oil & Gas was launched to the global oil and gas industry in 2008 with an integrated advertising, direct marketing, tradeshow campaign, supported by all new marketing collateral and equally new online presence. An original theme, “Seeing Beyond Chemicals to the Chemistry of Possibility” was created to express the distinctly different role the new business will play in the industry as a source of robust, specialized solutions tailored to customer needs. Content and graphics from the campaign leveraged Dow’s award-winning corporate Human Element campaign to further signal that the new business will collaborate closely with customers to find answers to turn industry challenges into unforeseen opportunities.
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