Digital Storytelling Provides Rich Experience

HOUSTON,- -At the end of 2012, a state-of-the-art interactive display was installed in the lobby of the Aramco Services Co. (ASC) in Houston. Using the latest visual technology, the wall has become a rich “digital canvas” using the written word, video and audio to create an experience not easily forgotten.

Visitors can take a self-guided tour to learn about Saudi Aramco’s key areas of operation or Middle Eastern culture.

The project was a joint effort between ASC’s Technical Services/Information Technology Department (ITD) and Industrial Relations/Staffing Services, with support from Public Affairs.

Like the evolving interactive experience, the story does not end there. Recently, the company that assisted ASC with the content and custom-designed interactive experience, Zebradog, was awarded the Digital Screenmedia Association’s 2013 Industry Excellence Award for “Best Corporate Communications Deployment-Interactive Kiosks.”

Judges said ASC’s installation “offers an unparalleled virtual experience for guests to the facility” and that the world-class installation “wowed” judges with its multitude of cutting-edge interactive technologies.

One of the most exciting features of the display is the ability to add and edit content in real-time from anywhere in the world. Because of this feature, ASC and Saudi Aramco can update, in real-time, its “digital storytelling” as the company transforms into the world’s leading integrated energy and chemicals company.

Mark Johnson, ITD technical adviser and the project’s manager, said he knew they were creating something very exciting and unique, and this award further validates that this is an “engaging and effective communication tool.”

Johnson said the vision to extend the communication reach of the wall beyond ASC’s lobby has been realized as well. This year, the content and software have been adapted for use in the Saudi Aramco traveling exhibition booth featured at leading energy conferences and trade shows throughout North America.

According to Michelle Flores, corporate communication adviser for Branding, CSR and Planning in ASC Public Affairs, adapting this interactive media exhibit to the booth has provided Saudi Aramco with a unique tool to deliver an amazing and exploratory experience to visitors who want to learn more about the company, further strengthening recruiting efforts.

“This project illustrates the successful outcome of bringing together a multidisciplinary group to create a communication tool that supports our business objectives with long-lasting impact on our company’s brand,” said Khalid Al Tuwaijri, general supervisor of ITD.