ARO Drilling

Comprehensive Brand Building & Digital Platform Development

Overview

ARO Drilling is a world-class offshore drilling contractor that owns, operates, and manages a fleet of high-specification & premium jack-up rigs in KSA. ARO Drilling is a joint venture between Saudi Aramco, the world's largest oil and gas company, and Valaris, an industry-leading global drilling contractor.

The Challenge

As ARO Drilling aimed to develop a comprehensive campaign to foster brand loyalty among its employees while simultaneously raising public awareness of the brand's commendable contributions to the community and economy. To achieve this, the organisation wanted to create a full-fledged advertising campaign. The project scope included the creation of outdoor, social media, and print advertisements.

Building on the success of the initial brand awareness campaign, ARO Drilling sought Boxon's expertise to bring awareness to another major milestone - the announcement of the arrival of their newly built rig Kingdom 1. The rig was the first in a series of 20 rigs planned to be launched within 10 years.

Additionally, to keep pace with its growth, ARO Drilling required a website to reflect its status as a top-tier contractor with two major powerhouses behind it. The online platform needed to appeal to potential clients, partners, and stakeholders while showcasing the company’s wide array of achievements and capabilities.

The Solutions

Boxon delivered a multi-faceted solution for ARO Drilling, executing comprehensive campaigns that fostered brand loyalty and public awareness. We also developed a dynamic online presence with a state-of-the-art website, that reinforced ARO's sector authority and aspirational objectives.

Advertising

Boxon’s concept portrayed the organisation as a drilling company dedicated to shaping Saudi Arabia's future through the empowerment of its citizens. The campaign strategically reinforced ARO Drilling’s brand by highlighting the opportunities it presents within the upstream industry and its commitment to leveraging Saudi local talent.

This approach resonated with the aspirations of Saudi job seekers and aligned with the company's vision. The tagline "Unfolding Opportunities" positioned ARO Drilling as a catalyst for both young talents and the industry as a whole. To further engage the target audience, a tailored social media campaign was launched, aiming to provide insights into the company’s workplace culture.

Production

To establish a solid brand presence, as well as deliver a strong brand positioning message, three key adjectives were associated with ARO Drilling, during its first campaign: Ambitious, Robust, and Optimistic, all incorporated into the artwork to showcase how it plays a big role in paving the way to an ambitious future. These characteristics were then transferred to various tangibles to spread the word even further.

The second campaign was created to create awareness around a major milestone - the announcement of the arrival of their newly built rig Kingdom 1. ARO Drilling’s New Build Project, and specifically its inaugural rig Kingdom1, took center stage in the company’s social media channels for several weeks. Being the creative force behind the launch campaign, our team made sure to highlight the rig’s importance through a teaser video that subtly touched on its promising impact and evoked national pride. We further leveraged both digital and print platforms to enhance awareness around ARO Drilling’s Kingdom1 reveal. From towering billboards to pocket-sized screens, we amplified the organisation’s message and success stories across every medium.

Website

Boxon redesigned and developed the website by integrating our proprietary Xonet CMS system to ensure a streamlined and agile management of future updates. The newly launched website boasted an interactive design with a fluid and coherent information flow, effectively spotlighting the company's unique selling points (USPs) and notable accomplishments. Additionally, the strategic placement of brand elements reinforced its solid brand identity.

Visit Website

Advertising Production Website