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Bureau Veritas Marine & Offshore
Shaping a better maritime world
A world-leading classification society, Bureau Veritas Marine & Offshore (BV M&O) helps shipowners reduce risk, comply with regulations and improve ship performance with a global network of more than 2,800 employees. BV M&O is a part of Bureau Veritas Group, a world leader in testing, inspection, and certification services with over 82,000 employees in more than 1600 locations.
In a competitive market dominated by unimaginative marketing and communications focused on claims of size, segment leadership and global scale, BV M&O sought to make a statement. BLUE was engaged to conduct a perception audit and develop a new expression of its mission and brand position that resonated with both customers and employees - alongside ongoing PR & communications support.
The brand campaign was consistently delivered by BLUE and BV M&O’s in-house team on a budget well below $100K. Working within corporate guidelines, the campaign made significant waves in the industry, and received positive client feedback.
This campaign was aligned with ongoing PR & communications activities, reinforcing BVM&O’s spirit of innovation, collaboration and progress through regular high-profile media opportunities that strengthened BVM&O’s share of voice. The campaign reinforced its position as a trusted and highly regarded voice across decarbonisation, digitalisation, the role of class, and more.
Working in close collaboration with BV M&O’s in-house team, we embarked on a brand discovery process to craft a compelling brand strategy and narrative that would be brought to life through PR & Communications, an immersive digital advertising campaign, brand and employee videos, and engaging web content.
Brand discovery
Our brand discovery focused on a perception audit to explore the areas that set BV M&O apart. Twenty in-depth client and industry influencer interviews were conducted online. They assessed the value that BV M&O brings to the industry and to society, and highlighted the shared values that customers held with the company.
Brand strategy and narrative
‘Shaping a better maritime world’ was the shared mission that bound BV M&O with its customers, employees and wider stakeholders. BV M&O’s reputation for customer service and pioneering expertise came through loud and clear, and their passion for environmental protection transcended cultural borders. This passion speaks to positive associations with French national identity and is articulated in the opening lines of the new brand narrative:
‘We share your drive to leave the maritime world in better place than we found it. It’s what unites us; our passion for the oceans and our desire to not just protect our seas, but to shape a better maritime world for future generations.’
Creative
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.
BV M&O continued 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.
Q3 2022 saw the next phase of the campaign launch under the banner of ‘Pioneers in safety and performance’ telling the story of BV M&O’s leadership in wind propulsion, offshore wind power generation, zero-carbon fuels, cyber security, and seaborne gas transportation. Two more sub-campaigns are planned for Q2 and Q3 2023, to continue delivering on the company’s mission of ‘Shaping a better maritime world’.
PR & Communications
BLUE worked together with BVM&O to deliver a P& & communications programme that aligned with this new expression of BM&O’s brand narrative. Working across multiple channels, we worked closely with BVM&O’s subject matter experts to deliver meaningful thought leadership content and insights that amplified BVM&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.
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