As a brand Shell has traditionally run events either focused on government level stakeholders for its core energy business of automotive events for its retail and lubricants business. The activity marked a step change by engaging the world’s consumer media in a project that did not target the brands traditional audiences, but rather wide reaching millennials with a desire to creative advocacy.

Following the pitch build and execution the creative promotional plan was implemented across multiple platforms. Word of the project instantly spread around the globe due to carefully orchestrated news bureau, content distribution strategy and print execution. A PR film was created overnight following the launch of 3 Condé Nast documentary films on people in the community involved in the pitch and a print execution based on the striking image of the pitch was launched alongside this.

Videos of the pitch’s PR launch, attended by football legend Pele, and short films produced by Condé Nast were shared across social media platforms. Within a month the project gained more than 320 global earned media placements across 20 countries with the first 48 hours following the event saw 114 pieces of coverage globally. The Shell Facebook post featuring a video from the event was the most successful promoted post in 2014 for Shell, with 47 million impressions and an engagement rate of 18.9%. Results showed that exposure to the campaign strengthened belief in the brand as a modern energy company working to provide a sustainable energy future (Millward Brown, Q4 2014). Results show that social activity successfully captures people’s attention in a surprising way and as a result people began to see Shell in a new light, whilst inspiring a new generation.