1. Petro Rabigh
IPO Awareness Campaign
Creative Cut retains the intellectual property rights to this document. Unauthorized usage of the ideas presented herein, or
replication in any form is strictly prohibited

2. Executive Summary
 Point of view
 Communication
 About us
 Q&A

3. A point of view on what’s
happening

4. Our Pride:
Kingdom of Saudi Arabia
FAQ’s:
• Est. Pop 24m
• Pop. growth @ 3% pa
• 60% below 20yrs
• 13 provinces

5. Huge Source of Income
FAQ’s:
• Largest reserves of
petroleum in the world
(26% of the proved total)
• 75% of budget revenues

6. Generating great Cash
FAQ’s:
• Revenues $174bn in 2006
• Surplus $71bn in 2006
• GDP growth @ 4%

7. Where do the Government Invest?
Knowledge-
Transportation Based
Industries
Government
Investment
Information
Energy
Com. & Tech.

8. And through a series of New
Economic Cities & Mega Projects
“The impact of these economic cities by 2020 is $150 billion in
contribution to GDP growth, 1.3 million jobs to be created, and to
accommodate 4.8 million of the total population,”
Amr Al-Dabbagh
?

9. Saudi Petrochemicals,
massive expansion
Sabic subsidiary Saudi Kayan has signed an agreement
with China's HuanQiu Contracting & Engineering for the
construction of a new high density polyethylene plant in
Jubail Industrial City, with an annual capacity of 5.6m
tonnes of product.

10. Kingdom Aims to Become No.3
in Petrochemicals Sector
“We can safely say that the increase in
investments between 2005 and 2012 will
total $70 billion...”
Ali Al-Naimi

11. Kingdom is leading Middle East
“Middle East well positioned to become
global petrochemical hub & Saudi is
leading...”
Dow Chemical Company

12. Government Vision
 Diversify the Economy - through industry
 Rapidly build human resources
 Expand public services
 Encourage expansion of private sector
 Streamline public sector/governance structures

14. Saudis do feel it, and believe
that:
“Things are changing...”

15. The mood of the market:
“Positive”

16. In short:
The market is growing...
The economy is growing...
The population is growing...
The positive mood is growing...
The purchasing power is growing...
Great Opportunity To Capture & Drive Growth

17. Era of prosperity

18. Where does Petro Rabigh fit
Capture the mood in KSA or seize
the opportunity
&
Impact the life of Saudis

19. Launching Petro Rabigh

20. The Magic of Branding
"A brand that captures your mind gains
behavior... A brand that captures your
heart gains commitment..."
Scott Talgo

21. To target the Saudi heart & mind
To a more Human World
Lift Petro Rabigh from the techno/industrial
world of petrochemicals

22. The 4 Elements of “Life”
Air Fire
‫الحيبة‬
Water Earth

23. The 4 Elements of “Our Life”
Heritage Society
‫حيبتــٌب‬
Economy Environment

24. The 4 Elements of “Our Life”
Heritage Society
‫حيبتــٌب‬
Economy Environment

25. Creative Work: Local B2C

26. Phase 1: Pre-IPO

27. Print

28. Teaser

29. Reveale
r

30. Teaser

31. Reveale
r

32. Teaser

33. Reveale
r

34. Teaser

35. Reveale
r

36. Outdoor

37. Mupi

38. Unipole

39. Giganto

40. 15” TVCs

41. ‫‪Heritage‬‬
‫بـتشو سابغ... تشاثـــٌب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬

42. ‫‪Society‬‬
‫بـتشو سابغ... هجـــتوعٌب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬

43. ‫‪Economy‬‬
‫بتشو سابغ.. إقتصبدًــب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬

44. ‫‪Environment‬‬
‫بتشو سابغ.. بيئــتٌب :‪VO‬‬ ‫حيــبتــٌب :‪VO‬‬

45. Phase 2: IPO

46. Print

48. 45” TVC

49. ‫يشٓذ نشجم ٚتسهك َخهح‬
‫ًعل ُ أى الصعىد إلى ...‬
‫ن‬ ‫ٔٚمٕو تمؽف ثًاس انثهخ‬
‫تانؽشق انتهمٛذٚح‬
‫تثتؼذ انكايٛشا يٍ انشجم‬
‫هشاقي الوج ِ ...‬
‫ذ‬
‫أكثش فأكثش يغ انصؼٕد‬
‫إنٗ أػهٗ نُشٖ نمؽح نًجًٕػح‬
‫اليبذأ إال هي ...‬
‫يٍ انُخم‬

50. ‫تستًش انكايٛشا فٙ االستفاع‬
‫نُشٖ‬
‫جزوس ساسخت‬
‫يشٓذا خالتً يٍ أػهٗ‬
‫ا‬ ‫ً‬
‫نًسادح خعشاء‬
‫تمتشب انكايٛشا يجذدا ٔتسشػح‬
‫ً‬
‫والوستقبل ...‬
‫يتجٓح إنٗ دذٚمح يُضنٛح ...‬
‫يُسمح نؼائهح سؼٕدٚح ْٔى‬
‫لي يشش َ لٌب ...‬
‫ق‬ ‫ٚتثادنٌٕ انذذٚث ٔٚمعٌٕ‬
‫ا‬
‫ٔلتا يًتؼً‬
‫ً‬

51. ‫أدذ األتُاء ٚهتمػ‬
‫وألجيبلٌب هي بعذًب ...‬
‫... انكشج يٍ األسض‬
‫إال بعزيوت صبدقت ...‬ ‫ٔٚشيٙ تٓا إنٗ األب‬
‫وه ّت ًبفزة ...‬
‫و‬ ‫انز٘ ٚهتمؽٓا تذٔسِ‬

52. ‫ا‬
‫تمتشب انكايٛشا يٍ األب تذسٚجًٛ‬
‫وعلى يقيي ...‬ ‫ٔاالتتسايح تشتسى‬
‫ػهٗ ٔجّٓ‬
‫تثتؼذ انكايٛشا يجذدا‬
‫هي أى سغذ ...‬
‫يغ اختالف كهٙ نهخهفٛح‬
‫العيش وسعته ...‬ ‫ٚمٕو األب تاستذاء خٕرج انؼًم‬

53. ‫األب ٚمٕو تششح يفصم‬
‫ال ُذس ُ إال بخبشة ...‬
‫ي ك‬ ‫ػٍ أًْٛح انًٕلغ‬
‫نٕفذ أجُثٙ ٚاتاَٙ‬
‫انكايٛشا تتؼمة ٚذ األب‬
‫صبئبت ...‬
‫يتجٓح إنٗ األياو‬
‫أثُاء رنك تظٓش‬
‫وًظشة ...‬
‫َالهح نهغاص انسائم‬

54. ‫ا‬
‫تشتفغ انكايٛشا تذسٚجًٛ‬
‫ثبقبت ...‬
‫نُشٖ انُالهح يٍ أػهٗ...‬
‫......‬ ‫ٔتستًش انكايٛشا فٙ االستفاع‬
‫نُشٖ انؽشق يًتذج‬
‫أهب الحيبة فلي تستو َ ...‬
‫ش‬

55. ‫ٔتثتؼذ انكايٛشا فٙ تساسع‬
‫على طبيعتهب وعطبءهب ...‬
‫يتضاٚذ ٔتذٌٔ تٕلف‬
‫أثُاء رنك َشٖ ٔيٛط ٚهًغ‬
‫إال ارا ببدلٌبهب ...‬
‫ػهٗ انكشج األسظٛح‬
‫آخزا فٙ انتكٌٕ ٔاالَتشاس‬
‫االهتوب َ وهٌحٌبهب ...‬
‫م‬ ‫دٕل كٕكة األسض تاؼشاد‬
‫يغ دشكح انكايٛشا‬

56. ‫فٙ انًشٓذ األخٛش َشٖ شؼاس‬
‫الشعبيت انكافٛح ....‬ ‫(تتشٔ ساتغ)‬
‫أداغ تكٕكة األسض تًايا‬
‫ٚظٓش تؼذ رنك انشؼاس انكايم‬
‫بتشو سابغ .. حيبتٌب‬
‫نـ(تتشٔ ساتغ)‬

57. Effect of the Communication Platform
on Public (B2C)
 Public Awareness
 Public Confidence
 Public Information
 Social Accountability
 Increase in brand value
” ‫”حـيـــــبتـٌـــــب‬

58. Role of the Campaign
 Position Petro Rabigh as Hot issue to the public
 Make sure that the issue going to be over
subscribed, and it trades at immediate premium in
first day of trading
 Increase the market capitalization of Petro Rabigh
when it starts trading in the open market

59. Brand Positioning Statement
To Saudis who believe that things are changing,
Petro Rabigh is a new leading Petrochemical
company that would contribute to the wealth of the
country, in tune with Saudi values and international
developments that fuels the economy so that it helps
make their life getting better.
Mode: Dynamic
Tone: Positive, optimistic, confident, responsible
and forward looking.

60. Creative Work: International B2B

61. Petrochemicals
 Petrochemicals are essential raw material to huge
amount of products
 These products can be shaped and reshaped to
fulfil various consumer daily needs
 Needs that if not satisfied life is going to be hard
” Shaping Life”

62. Effect of the Communication Platform
on Business (B2B)
 Attract stakeholders
 Keep stakeholders
 Recruit employees
 Attract business partners
 Shift business focus

63. Print

67. 45” TVC

68. SCENE VO
We start in a nice bedroom
And a man putting the alarm
Off
(nice calm music at the
Background)
With magnificent equilibrium
The guy opens the curtain of advanced technology
of Sumitomo Chemicals
and significant quality of
He enters the bathroom
ARAMCO

69. SCENE VO
we build a future to be
We see him washing up
ideally suited to life.
Cut to his hand grabbing
The robe
There is an exceedingly
He flips the robe on his
harmonious balance of life;
shoulder
on land.

70. SCENE VO
The camera goes
Hence, the requirement of
To an extreme zoom
art and science is…
To the robe
The camera reveals
Threads in a factory. to enhance industrial
We see the process of the applications and…
Threads going in the machine
we zoom in to one of the
Fabrics that has the meet expectations.
Pattern of tree leaf

71. SCENE VO
The camera reveal a real
With extreme versatility..
Tree leaf
a drop of water goes down
and ability…
From the leaf
when the drop comes down
In the water it create a tailored for plastic products..
ripple

72. SCENE VO
The camera zoom out
we meet very specific
And reveal a glass of
technical needs…
water
The camera pans up and protect human health
That we are in bottling plant and the environment, …
the camera zooms in to keep the miraculous
To the cap of the bottle manner of the blue planet.

73. SCENE VO
The camera starts to crane
Down to a line of bottles
Then smoothly, the camera
We make sure that our…
Zooms in to the label
it reveals a real orange fertilizers offer
In a farm superior quality,..

74. SCENE VO
selection and value so it
The camera takes a wide
presents perfect balance
Shot of the farm
of nature.
The camera starts zooming Because we owe it
Out gradually from the farm to life on earth.
the camera pans up We know that earth is a
Until we see the surface planet teeming with life,..
Of the earth

75. SCENE VO
and we want to play
A scene of the glowing
a part of…
Planet earth
The logo starts morphing shaping your life, ..
From the planet
until we see the full logo everyday.

76. SCENE VO
Petro Rabigh logo
Petro-Rabigh …
Will appear
The tag line will appear Shaping Life

77. Vision vs. Action
“A Vision without Action is just a dream, an
Action without a Vision just passes the time,
a Vision with Action can change the world..."
Nielson Mandela

78. About Creative Cut

79. Who we are
 Creative Cut is totally Saudi owned company established in
year 2005.
 Though quite young in age has achieved big success in terms
of Client portfolio and billings.
 Multi national professionals have come together to strengthen
the foundation of this organization.
 We are steadily building a reputation for consistent work for a
wide range of clients. Large and small. Clients with huge
accounts. Even clients with tight budgets.

80. Key Clients

81. Budget

82. Standard Budget
Phase 1: Pre IPO
Item Creative Cost
8 Press Ads (teaser & revealer) 75,600.00
Outdoor: Unipole/ Giganto/ Megacom/ Mupi 22,400.00
Grand Total for Phase 1 98,000.00
Phase 2 : IPO
Item Creative Cost
4 Press Ads 37,800.00
Detailed Prospectus Brochure (for 85 pages) 29,750.00
Summery Prospectus Brochure (for 20 pages) 5,250.00
Summery Prospectus Press 7,000.00
Grand Total for Phase 2 79,800.00
Phase 3 : Post IPO
Item Creative Cost
4 Press Ads - English Language (Global Ads) 37,800.00
Grand Total for Phase 3 37,800.00
Client Servicing (Acount Management) 21,560.00
Total for All Phases 237,160.00

83. Extra Budget
Phase 1: Pre IPO
Item Creative Cost
4 TVC's (15 seconds) 52,800.00
Event Concept - 4 Roll Up Stands (80 x 2.20), Pop Up Stand (3 x 4), Banner (2.5 x 6) 16,800.00
Executive Kit ( Brochure, CD Rom flash based presentation, Gift item) 62,100.00
Grand Total for Phase 1 131,700.00
Phase 2 : IPO
Item Creative Cost
TVC (45 seconds) 13,200.00
Grand Total for Phase 2 13,200.00
Phase 3 : Post IPO
Item Creative Cost
TVC (45 seconds) - English Language (Global Ad) 26,400.00
Grand Total for Phase 3 26,400.00
Client Servicing (Acount Management) 10%

84. Thank you...

85. Q&A