Adnoc launches first ever national corporate brand campaign

Includes 95-second video commercial featuring the country’s most successful young Emiratis

Adnoc's first national group brand campaign will feature in print and online media. Victor Besa / The National  

The Abu Dhabi National Oil Company has launched the first corporate brand campaign in its 48-year history.

A 95-second video commercial – directed by City of Life's Ali F Mostafa – to go out on TV, in cinemas and on social and digital platforms, features the country's most successful young Emiratis in areas such as aviation, science, exploration, space, the arts and sports.

They include mountaineer Sheikh Theyab Al Nahyan, special Olympian Chaica Al Qassimi, A380 pilot Aisha Al Mansouri, science prodigy Alia Al Mansoori, camel breeder Fatima Al Hameli, artist Mattar Bin Lahej and Khalfan Belhoul, chief executive of the Dubai Future Foundation.

With the tagline 'Energy for life', Adnoc's Arabic and English language national media campaign marks the latest phase in its transformation under chief executive Dr Sultan Al Jaber since he took on the role in early 2016. Dr Al Jaber has overseen the company's shift into a more commercially driven and innovative organisation.

As a result it has been adopting more creative strategies and more flexible and agile business models to capture growth.

In October 2017, for example, almost all of its subsidiary companies were unified under the Adnoc brand.

The commercial’s voiceover – in English provided by Mostafa – celebrates the advances made by the UAE in economic diversification, foreign policy, diversity and inclusion. “We’re accelerating progress, nurturing capabilities and realising possibilities,” it says.

“But we’re only just beginning because tomorrow…brings a new day…and new opportunities. For this is the United Arab Emirates. And, we…are Adnoc. Together, we bring energy…to life..”.

Writing exclusively in The National on Sunday, Sheikh Abdullah bin Zayed, Minister of Foreign Affairs and International Co-operation, said that Adnoc's "Energy for Life" campaign is a demonstration of the company's "critical role in enabling the UAE's economic growth and diversification, empowering our nation's most vital industries and emboldening the ambitions of everyone who calls the UAE home".

"As a reliable supplier to the global economy and our commitment to responsible production of energy, the UAE will continue to use its energy resources to promote prosperity and strengthen bridges with our friends and partners in the international community," said Sheikh Abdullah.

The print portion of Adnoc's media campaign features Sheikh Zayed, the Founding Father, with the tag line “Energy for vision”.

This is the first time that Adnoc has embarked on a nationwide brand push for the group that is unrelated to any particular event, initiative or subsidiary such as fuel retailer Adnoc Distribution.

Last December, for example, a promotional video was produced for the inaugural Adnoc Abu Dhabi Marathon, featuring athletic cameos from high-profile figures including Dr Al Jaber.

Brand Finance’s chief executive David Haigh said that the Adnoc brand has been transformed in the last two years.

The launch of the campaign “represents the next exciting phase”, he said.

“[It] offers a timely reminder of the company’s central role in driving the UAE’s continuing growth and development,” Mr Haigh said.

Adnoc is ranked on the 2019 Brand Finance Global 500 list as the most valuable Middle East brand at $8.9 billion.