UT sets a benchmark in ship design for the offshore industry. To celebrate the 40th anniversary of its launch, Rolls-Royce wanted to remind customers how influential this vessel has been and how it continues to evolve. With more and more competition offering UT designs, the goal was also to strengthen their position as market leader.
We understood that there were many powerful stories to be told around the range of UT vessels and the 40th anniversary was the perfect opportunity to share them.
Instead of creating a one-off event with a short life span, we took the approach of designing an experience that would develop into a year-long conversation.
We created an integrated campaign built around the message, 'UT - the ship that launched a thousand stories', building an online platform at its heart.
Using engaging online video content, we encouraged visitors to explore UT from a number of different viewpoints, as well as meet the people behind the vessel's success.
The content was divided over four key areas: environmental solutions, equipment solutions, pursuit of excellence and future proof. An additional layer of information on UT products and systems provided relevant facts and statistics to support the stories.
The platform went live with a content strategy that regularly releases new video content throughout the life of the campaign. We also put together a conversation calendar to raise awareness of the campaign and distribute content throughout the year.