Chevron is launching a global corporate campaign, themed “The Power of Human Energy,” that aims to humanize the oil giant and its employees, AdAge reports.
Roughly 10 percent of Americans “hate us and our industry and there’s nothing we can do to change their minds,” said Helen Clark, Chevron Corp.’s manager of corporate brand and reputation. Another 10 percent are on Chevron’s side, while the remaining 80 percent “are open to learn more even if they don’t love us.”
The commercials break nationally on CBS this Sunday on 60 Minutes with a 2:30 spot dubbed “Untapped Energy” that sets the tone and is part of an estimated $15 million integrated U.S. campaign. Chevron spent $12 million in U.S. measured media for its corporate advertising in the first half of 2007 vs. $14 million in the same period a year ago and $31 million for all of calendar 2006, according TNS Media Intelligence.
Chevron’s campaign will also run in Latin America, Europe, Asia and the Middle East. Chevron.com will feature interactive stories and “Energyville,” the company’s interactive game. Some 160,000 people in 170 countries have played the game since it went live in early September.
Chevron issued its 2006 corporate responsibility report in April.