2020 China Shell Eco-Marathon “Minds in Motion” Campaign

As a leading energy company, Shell intends to enhance its brand image as a key role powering the energy transition progress within the China market via its signature brand asset, the Shell Eco-Marathon (SEM), a global energy efficiency competition targeting STEM students.

To narrow the gap between the competition and the public, Shell launched an IMC campaign “Minds in Motion”, providing a virtual platform for all to interact, inspire and collaborate towards a lower-carbon future, and be recognized for their innovative energy optimisation ideas.

With a digital-driven approach, the campaign featured AI, AR and various visual assets, creating an immersive experience for a wider audience to “feel” and to participate in a cleaner future. Meanwhile, a series of social engagements including “Minds Rally”, “Energy Heroes Voting” and “Cloud Celebration” maintained TAs’ passion, and strengthened Shell’s role as a key player in energy transition progress.