Schlumberger: GeoSphere Reservoir Mapping-While-Drilling Service

A giant in the O&G industry needed an extraordinary marketing event to introduce a game-changing technology.

Schlumberger, one of the world’s leading oilfield service providers, collaborated with Pennebaker to produce a five-star innovative marketing event to launch its GeoSphere Reservoir Mapping-While-Drilling Service at an industry conference at the Emirates Palace in Abu Dhabi.

The GeoSphere Service provides an unprecedented depth of investigation into O&G reservoirs, enabling operators to see more than 100 feet in diameter around the wellbore while drilling—thus reducing the need for costly pilot holes. This ability to map the subsurface layers and fluid boundaries of the reservoir in real time allows operators to avoid problematic formations, reduce risk, reduce well construction costs, optimize the rate at which they drill, and maximize production.

Schlumberger wanted an event that delivered as much high impact as its new revolutionary offering.

Theme and Messaging

From a communication standpoint, the messaging for launching the GeoSphere Service had to be as innovative as the service itself. Centered on the idea of “revealing” more of the reservoir than ever before, Pennebaker suggested “There’s No Place For ‘It’ to Hide” as the underlying theme/message for the launch. The message not only conveyed a sense of enhanced viewing, but also provided intrigue as to what “it” could be (e.g., oil, water, faults, or even the entire reservoir). The only way for prospective buyers to find out was to come to the event.


In line with the theme, we developed the concept and artwork for the launch event invitation, utilizing compelling copy and “revealing” techniques to pique audience interest.


Planning, Coordination, and Art Direction

Although the event was held in Abu Dhabi, the orchestration, planning, and preparation occurred in Houston.

For set design, staging, signage, event staff, audio-visual, and technical support on-site at the event, Pennebaker engaged a top-of-the-line production team in Abu Dhabi. We worked closely with the team, providing creative guidance for the design of the stage and event space. We also organized the logistical details for the event, which were communicated to the team on a regular basis, ensuring that all parties were in-sync every step of the way.

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Presentation Content and Speaker Preparation

In addition to coordinating on-site logistics with the team in Abu Dhabi, Pennebaker developed the content for the main presentation at the launch event, which consisted of live and recorded segments that had to be meticulously timed with one another within a 30-minute time frame.

We scripted the entire presentation, which included four videos, and oversaw the video production. To ensure timing and flow between the live speaking parts and the video segments, Pennebaker staged several rehearsals in Houston with the keynote speaker to coach him on his delivery and finalize the exact timing of the presentation.

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