Lloyd’s Register are experts in the global energy sector, renowned for their expertise in asset decommissioning. Managing ageing assets and then decommissioning them can be a minefield – you can’t simply turn them off and sail away. The long-term legality and safety implications of the operation are enormous.

They tasked us to create a B2B campaign positioning them as the go-to experts for clients embarking on the transition from operation to cessation of production (CoP).

The brief was based on the insight that many clients continued to approach decommissioning with trepidation because of legalities, costs and uncertainty. They need reassurance that with the right partner on board, the whole process can be efficiently managed to comply with regulatory conditions and be profitable.

As we like to do, we presented early creative as rough scamps, using cost, risk and compliance – the three principal client concerns – as areas where Lloyd’s Register’s unique know how could act as the comfort blanket for successful late life operations. Simple alliteration positioned LR’s approach to decommissioning as not being detrimental, a counterpoint to client preconceptions of the process.

The campaign ran in both print and online. Media focussed on oil and gas trade publications, Google remarketing and LinkedIn, targeting specialist engineers. CTAs encouraged download of a Lloyd’s Register white paper on effective decommissioning with data capture ensuring prospective leads were pushed to engage with Lloyd’s Register’s technical experts.