SAN RAMON, Calif. -- About 10% of Americans hate us and our industry and there's nothing we can do to change their minds, Helen Clark, Chevron Corp.'s manager of corporate brand and reputation, told Ad Age. Another 10% are on Chevron's side, while the remaining 80% are open to learn more even if they don't love us.
Chevron has just rolled out a new integrated global advertising campaign aimed at engaging people in today's energy issues and highlighting the steps Chevron is taking to bring more energy supplies to the global marketplace. The campaign, [image-nocss] called the Power of Human Energy, debuted on U.S. TV on September 30 (internationally on October 5).
The energy industry is one of the most complex and vital industries in the world. Yet public opinion is most frequently shaped by the price at the pump, said Chevron vice chairman Peter Robertson. How we find, produce and use energy are critical issues of our time. We all need to participate in developing and shaping our energy future. Chevron takes on this challenge every day.
The advertising campaign will launch with the ad Untapped Energy, which will premiere as a 2:30 spot on CBS's 60 Minutes. The other global TV adsThe Impossible, New Frontiers and Renewable Energywill air as 60-second spots and 30-second spots, each showing how energy affects lives as well as the level of commitment, ingenuity and responsibility Chevron employees practice every day to bring energy supplies to global markets.
All four spots will appear on TV in the United States and pan-regionally in Latin America, Europe, Africa, Asia and the Middle East on channels such as CNNI, BBC and Discovery.
The Power of Human Energy campaign is an evolution of San Ramon, Calif.-based Chevron's Real Issues campaign, which launched in July 2005 with a series of print, online, broadcast and outdoor ads as well as a website, http://www.willyoujoinus.com, that all sought to raise awareness and encourage discussion about the major issues facing the energy industry.
The new campaign demonstrates how Chevron is providing solutions to meet the growing demand for energy. The campaign also includes print and online ads as well as special events.
At Chevron, 'human energy' captures our positive spirit in delivering energy to a rapidly changing world, said Rhonda Zygocki, Chevron vice president of policy, government and public affairs. We believe that viable answers are out there to meet future demand, but that people must work together to find them.
As part of the Power of Human Energy campaign, Chevron also has enhanced its corporate website. It will feature new interactive stories showcasing how human energy is at work within the company and include a global issues section to address what Chevron is doing in areas of vital importance, such as supply and demand, energy efficiency and climate change. There will be additional information on the wide range of energy sources the company is working to bring to market.
We want people to see us as part of the solution, Clark told Ad Age. She said when people learn more about Chevron, it helps change their opinions for the better. She said when people get the chance to learn about is, it helps to change their views.
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