Cases

How do you prepare a company to become a world-class industry leader?

Energizing the environment with a strategic vision and values.

The year 2004 time of change for MedcoEnergi. As it set sight on becoming a world-class industry leader, the Indonesian energy company needed to create a strong brand presence in order to succeed in the competitive market. They needed the approval of their Board of Directors (BOD) on a company vision, mission and set of values and then implement it in manner that secured the acceptance and support of their employees. On top of it, they hoped to foster greater unity among their business units by aligning them under the new corporate identity.

Inspired by the MedcoEnergi’s new visual identity, a creative theme The Blue Planet - Same Planet, New Spirit became a key component of the re-branding and carried throughout the campaign. The the launch venue was transformed into a “blue planet”, while the “new spirit” served to bring the new values to life in a four-week campaign.

Using a “top down, bottom up” approach, the team worked to align BOD members and its employees to a single strategic vision and values.  Activities included a brand alignment workshop, a MedcoEnergizer Campaign, an employee launch event, newsletters and a creative “Hero of the Blue Planet” comic series.

MedcoEnergi emerged with a new vision, to be “The Energy Company of Choice”, a new corporate strategy and a new set of values that focused on innovation, openness, ethics, and professionalism. Not only did the launch even boast an attendance rate of nearly 100%, employees independently mobilized, initiating an invigorated interest in the company’s realigning values.