Exhibitions - Baker Hughes - SPWLA Exhibition and Conference

The Client
With a view to launching a new service, Baker Hughes had arranged to exhibit at the 45th Annual Symposium Society for Petrophysicists and Well Logging Analysts (SPWLA) in Holland. Many like minded companies from the Oil and Gas sector were represented and delegates, both individual and company representatives, gathered from all over the world. The exhibition is renowned for being heavily laden with facts, figures and comprehensive technical data, and as such, Baker Hughes, wanted something different, something unusual, something that would make an impact and would act as an attraction to their Exhibition stand.

Appointing Fifth Dimension
Having had a track record of Exhibition work, we were approached by Baker Hughes (Houston) to develop a presentation that would meet their requirements - to launch the new MR Explorer tool that operates at multiple frequencies, allowing faster logging and multiple, simultaneous NMR experiments in a single logging pass.

Having sifted through many pages of technical data and diagrams, we came up with a strategy (based on Baker Atlas - The Best Choice), which not only conveyed the technical key features of the 'MREX', but did so in an entertaining manner without losing sight of the importance of the occasion.

The Results
Baker Hughes were delighted with our input and the results were published in 'Wirelines', their On Line Newsletter. Quote, "Baker Atlas stole the show at the SPWLA Annual Symposium with the successful launch of its next generation NMR tool, the MR Explorer (MREX) service. Highlights of the event included a full-scale model of an MREX tool, which made it easy for customers to visualize how a side-looking NMR tool operates, and magician Bill Duncan, whose presentations focused on the benefits and value customers will realize with the MREX service. On the first day of the exhibition, attendees were invited to join Baker Atlas for lunch and to witness the introduction of the MREX tool. With a fanfare of music and a short presentation by magician Bill Duncan, the MREX tool was unveiled and was well received by the audience."

Mike Gillen, Baker Atlas' Product Line Manager for FOCUS and NMR services, notes, "Our goal was to create a buzz and interest in the market, and to let our customers know that Baker Atlas will again be the premiere provider of NMR logging services." Adds Gillen, "The launch was successful, and we've accomplished our goals."

Follow Up
Because of our success in Holland, we were asked to represent Baker Hughes at the 46th Annual Symposium Society for Petrophysicists and Well Logging Analysts (SPWLA) in New Orleans in June 2005. This was also a success. Consequently we will be working with Baker Hughes at the 47th Symposium in Vera Cruz, Mexico in 2006