BHP is one of Australia's most valuable brands. But it doesn't necessarily have the same level of brand recognition in some of the countries in which it operates. In 2016 BHP was opening a new corporate office in the Philippines.
Starting a new international head office in the Philippines, BHP faced an unusual dilemma. With low brand awareness, BHP was often confused with BP, leading to negative associations or confusion from potential candidates.
With audience research in hand, Fluid focussed a call-to-action on the ability of employees to make a global impact in a start-up style environment. The campaign centred around the products and infrastructure that is enabled by BHP's work. From iPhones to wind farms, creative ads encouraged workers to reflect on the materials in the products they interacted with every day and to imagine how they might be a part of that story.
The campaign achieved a Facebook click-through rate of 40%, eclipsing the cross-industry standard of 0.9%.
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