think big, start small, adjust fast · 2018-11-12 · eurogamer.fr 10 june maritime executive 10...

Think Big, Start Small, Adjust Fast

Anja Andersen

Corporate Brand Manager, Maersk Group

March 19, 2015

HR Days CroatiaThink Big, Start Small, Adjust FastAnja Andersen - @doubleAAN

Our strategy – focus on five

MAERSK LINE MAERSK OIL MAERSK DRILLING

APM TERMINALS APM SHIPPING SERVICES

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Read…Listen…

View…

New ways to engage…

Active choices

Direct consequences

Interactive stories

High adaptability

Multi-user

Passive reception

Linear stories

Low repeatability

Single-player

Experience

Special characteristics

How do you build an Employer Brand in new markets where your company is unknown?

Key take away’s

Best opportunity to experience the subsurface of the Earth in a digital setting

Oil is an indispensable resource

The oil industry is exciting, sophisticated / high tech, value creating and potentially exciting to work for

Maersk Drilling are innovative industry leaders and innovative brands

I understand the business model of the industry

I experience a working environment at sea, subsea and the interior of the earth

I can see how the underground ‘looks’ like

Key message 1

Maersk is more than shipping – its also a world leading drilling company.

Key message 2

I need the game as tool for educating my students about oil geology.

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We collected the insights behind the solution: The first RTS game about the oil industry

Forces of Nature

Solution: A freely distributed and social media integrated computer game on par with high quality games for sale. A game in the most popular game genre: Real time strategy *

KEY MESSAGES AND COMMUNICATION ASSETS

Technology, innovation and mega constructions

Enormous investments

The unknown, deep down in Earth

Seismic Drilling Production

Risk and urgency

*Game genre: RTS counts for 33.6% of game units sold in 2010 (USA)

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Local and global media coverage (Selected online media examples)

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Quest for Oil – live interviews deliveredpage 9

10 June

10 June

10 June

10 June

Part 1 Part 2

10 June

Additional examples: Boot camp 11 June 2013Yahoo via SkyNews 10June Ere Net -10 JuneEurogamer.fr 10 JuneMaritime Executive 10 JuneYour Oil And Gas News 11 JuneSky News 12 June Sweet Crude Reports 12 JunePlatts 13 JuneNews Uk 24 13 JuneFinance News 365 13 JuneCity Talk 13 JuneOnes New Page 13 JuneMarket Watch - 17 June

10 June

Local and global media coverage

(Selected TV media examples)

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We continue the dialogue – Go play Quest for Oil - www.questforoilcom

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Imagine this feeling….Who Dares Wins

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Strengthening our focus on the Group Core Values

Consistent communication in constant change

• The composition of the Maersk workforce is constantly changing. The reach of the Group has developed enormously over the last 15 years to being presented in more than 130 countries around the world.

• Since the formal roll-out of the Values in 2004-2005, the Maersk Group has had a natural influx of new employees and managers.

• Ensuring that today’s managers are better equipped to discuss/convey.

Values in Action Framework

Values in Action Toolkit

Values in Action Case stories

Values in Action Applied Values

Values in Action Single Value Loop toolkit (for teams)

Values in Action Deep Dive toolkit

Group Core Values Booklet and poster

You didn’t learn to swim by talking about it