Classification and certification is a competitive market dominated by unimaginative marketing built on claims of size, segment leadership and global scale. When every provider says the same things, none of them is heard.
BV M&O wanted to make a statement instead – to be understood for what it stands for rather than how large it is, and to own a credible voice on the issues actually shaping its clients’ decisions.
BLUE grounded the work in a perception audit built on 20 in-depth interviews with clients and industry influencers, using the findings to develop a brand strategy and narrative that led with purpose rather than scale.
BLUE’s creative treatment brought the narrative to life with a launch campaign in Q2 2022. The teaser campaign ‘It’s what unites us’ launched with a digital advertising campaign, including a brand video featuring global employee voices, events, new web content, and media outreach through BLUE’s PR & Communications team.
The campaign with a white paper, or ‘plaidoyer’, setting out the CEO’s vision for ‘Shaping a better maritime world’, and a unique interactive 3D map highlighting the future of shipping.
BLUE worked together with BV M&O to deliver a PR & communications programme that aligned with this new expression of BV M&O’s brand narrative. Working across multiple channels, we worked closely with BV M&O’s subject matter experts to deliver meaningful thought leadership content and insights that amplified BV M&O’s progress, capabilities and collaboration with its partners and customers. This spanned multiple campaigns and interventions on the defining issues of the day for the marine sector, ensuring that BVM&O communicates at all times with purpose, insight and authenticity.
Web traffic rose 1,274%, page views 193% and average time on page 28%. The campaign was delivered on budget at under $100k, strengthened BV M&O’s share of voice and reinforced its position as a trusted voice on decarbonisation and digitalisation.
