Cannes Lions

OIL COMPANY

MEDIACOM, New York / SHELL / 2012

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Overview

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OVERVIEW

Description

Branded entertainment continues to grow in the United States. Brands are interested in producing and/or funding original content because it allows them to control the creative process. They can influence the story and control the level of branding.However, when we decided to create a television documentary special to improve the public perception of Shell Oil Company, we knew it would be a challenge.

American consumers are often sceptical of non-fiction branded entertainment programmes. They are especially wary when brands highlight their corporate responsibility. Viewers question if the brand is being genuine or honest, and the content runs the risk of being seen as just an infomercial.Our solution? Partner with authoritative, independent voices to lend true credibility to our content, and integrate Shell messaging in an organic - and not aggressive - way.

Execution

“Earth 2050” included a series of three films packaged and aired together on Discovery Channel.

To gain credibility, we produced it in partnership with two respected voices on energy: WIRED Magazine and the Massachusetts Institute of Technology.WIRED’s executive editor hosted and produced the special. We also enlisted three award-winning documentors to give “Earth 2050” a cinematic perspective.We highlighted Shell without undermining the program’s credibility by creating interstitial segments that aired within the program. “Earth 2050” transitioned seamlessly from program content to information about Shell’s innovative energy initiatives.

The special was paired with a “Future Energy” hub on Discovery.com. We developed a media plan to promote the TV special and encourage chatter: • Video syndication and YouTube distribution • Co-branded tune-in banners • Advertorials in WIRED Magazine and Vanity Fair • Promotion on WIRED and Discovery’s online properties • Blogger outreach • Re-broadcasts on Science Channel and Planet Green

Outcome

To convince people that Shell was being genuine and honest, we wanted people to enjoy the programme first and acknowledge the brand behind it second.Therefore, we aligned with key partners, tackled a universal subject, and interspersed Shell-branded segments throughout the programme.Earth 2050 was a ratings hit. It outperformed regular programming on both Discovery Channel and the Science channel and viewership numbers were 3x more than client expectations. Meanwhile, the Future Energy online hub delivered nearly 12.5m page views and 712,531 video streams – 3x higher than the average for Discovery.com.More importantly, the campaign fulfilled Shell’s objectives of improving brand affinity and public perception: • In a study of Shell’s core consumers, viewers were twice as likely to think that Shell is actively addressing future energy needs • 80% of viewers felt more positively about Shell after watching Earth 2050 • Two-thirds of Earth 2050 viewers said they were now more interested in energy issues

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