As a leading oil and energy company Statoil is at the center of some of the greatest challenges of our time. Climate and energy issues concerns all of us, but despite the fact that many have strong opinions about what Statoil is doing it has been difficult for the public to express their opinions directly to Statoil. Generally, oil and energy companies are very closed, but Statoil wanted to go the opposite way. They wanted to be conceived as more open and lower the threshold so that people could send their opinions directly to them. It was also important to show that the commitment people show helps to keep Statoil going and is essential to solve the climate challenges we are faceing.

In terms of content, the campaign defines five themes Statoil wants to highlight, and which also might be interesting for the public to discuss. Via themed banners and print ads as well as a film that tells about energy realities and challenges that existed by extracting natural resources today, led the audience in on goodideas.statoil.no/oljeeventyret (the oil adventure).

Here you can learn and discuss issues surrounding energy challenges we face. Statoil, via Vice President Jannik Linbæk are active and provides direct responses and entries to the debate. The debate takes place on the site, where you can log on both via Twitter and e-mail, and we pick up and push out the posts directly to Twitter every minute. This means that the debate is running simultaneously on both the site and Twitter.