Schlumberger wanted to launch a U.S. tour to promote their new Archer tool. To showcase this technology and it’s capabilities to their prospective clients, SLB procured a custom-built 18-wheeler truck for the U.S. roadshow. Schlumberger invited clients and prospects alike to attend the event in their city. Their key objective was to provide an impactful & unique experience. Brand IQ was chosen to develop the branding strategy for the local events on the tour. One of our primary initiatives was creating a high-end gift along with smaller giveaways which perfectly integrated the functionality of the Archer tool. In addition, we felt it was important to design and produce event attire for the SLB employees that reinforced the branding objectives of the tour.

Solutions

Brand IQ strategically designed a small-scale toolset that replicated the functionality of the Archer tool along with a drill bit and bottle opener keychain. The tool set had a high degree of intricacy that required the production capabilities of three different factories. Also, we created custom packaging that allowed the recipient to display the toolset in their office, yet provided the ability to demonstrate each tool’s functionality. We designed ‘swag’ bags with full-color process coordinated with the wrap imprint on the 18-wheeler truck. These bags included each of the gifts along with printed brochures detailing features of the tools. BIQ kitted the bags for each stop along the tour, and drop-shipped them in time for each event.

Results

From concept to completion, the tools were designed and produced in just eight weeks. The branding strategy for the tour was so successful that Schlumberger asked Brand IQ to create similar brand programs for their other major tools (29 to-date). Consequently, we have designed each of their major tool replicas to be coupled together as each has a male and female thread on either end. Not only does this gift make an interesting conversation piece, but it allows the client to envision which tools or combinations therein are the best option for their particular drilling challenge. On the heels of the successful U.S. tour, Schlumberger decided to launch a worldwide tour. Brand IQ was chosen to support the global events within the same scope and deliver the gifts + staffs’ attire to the appropriate locations around the world. The tour and Brand IQ’s branding strategy have helped Schlumberger close on several major drilling opportunities which has produced a significant ROI.