Fuel for Thought: Leading the decarbonisation journey
With aggressive carbon reduction targets imposed on shipping by the IMO and a long-term goal to cut emissions to net-zero by 2050, the industry was under pressure to take immediate action.
Driving impact and awareness of decarbonisation in the maritime industry
For Lloyd’s Register, this was an opportunity to become the key partner supporting maritime on its decarbonisation journey. Concerns and scepticism about alternative shipping fuels leant Lloyd’s Register to build a credible case based on evidence, education and advice about the future value of customer shipping fleets.
Maximum awareness for meaningful results
The focus for the campaign was Lloyd's Register's core ICP: ship owners, managers and technical managers.
While the new regulations impacted everyone within the target audience, the solutions to reach net-zero greatly differed depending on their focus. With this in mind, Revere identified that whilst the creative for the campaign needed to be agnostic for wider brand awareness, there needed to be a layer of flexibility to position the right solution messaging to the right audience.
A metaphor for the industry
Lloyd’s Register had one key message to share:
We are the expert in alternative maritime fuels and can be your trusted adviser in your energy transition journey.
To stay competitive, their messaging needed to recognise the critical importance of informed, data-led, decision-making in the shipping industry. So the campaign was designed to stimulate meaningful, relevant conversations:
• Fuelling conversations, providing deep insights, and maintaining an educational focus
• Avoiding typical scaremongering messaging that stem from new regulations
• Encouraging the industry to think longer-term with thought leadership content that offers in-depth analysis and expert opinions
Results & impact
For Lloyd's Register, this has been one of the most successful campaigns in their history, both for impact on the business and also from a reputational perspective
Business results:
• Over £1.4m new methanol ship consultancy contracts won since the launch of the campaign
• Current ROI is 1,900% and growing month on month
• Target of 1:5 ROMI has been exceeded already
Campaign results:
• Over 5,000 subscriptions to the Fuel for thought programme
• Over 3,500 downloads of the first Fuel for thought report
• Over DOUBLE the average CTR for campaigns in trade media
• 8x higher registrations and attendance to first Fuel for thought webinar than industry average