Proximity London has developed online activity for Shell’s Corporate Identity campaign for 5 years. The latest campaign pushed boundaries in terms of creative and execution, achieving strong results, whilst building foundations for an opt-in database of representatives from the core target audience.ObjectivesCommunicate Shell’s commitment to sustainable development and close the ‘knowledge gap’ held by the target audience with regard to Shell’s favourability using above-the-line Gardener creative.Target audience consists of opinion formers - the media, government, non-governmental organisations, academics and environmentalists.ApproachDevelopment of animated gif creative, as previous campaign results showed no greater response rate for Flash executions. Broaden the reach of TV advertisements by streaming the ads on CNN, IHT, ENN and MotherJones – a media-first activity for all sites.Introduce data capture on splash pages to further dialogue and generate a promotional platform for future activities.

Results12-week campaign delivered: ·22m impressions ·110k+ visits to Shell sites ·82k video stream plays of the Shell television advertisements·Registrations: Over 2000 - 65% of registrants opted-in for further email updatesFirst email to database achieved:·54% open rate ·30% click through rate ·Excellent feedback from recipients