Sinopec Open Day

China Petrochemical Corporation (Sinopec), an oil and gas enterprise, launched an ambitious Open Day campaign to foster deeper relationships with a growing number of communities throughout China.

Campaign details

Brand: SinopecAgency: BrunswickGroup

Executive Summary

The World Bank estimates that, during the last 40 years, China has lifted more than 500 million people out of extreme poverty. Before China's opening up, commerce was managed by state-owned enterprises (SOEs). Despite decades of business transformation, most SOEs have yet to update their external engagement, and retain a reputation as impenetrable, mysterious organizations.

Recognizing that this dynamic might lead to greater suspicion and reduce trust, with an attendant negative impact on their ability to operate, China Petrochemical Corporation, or Sinopec, launched an ambitious Open Day campaign. Breaking away...

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