Go Further with Change Makers of Tomorrow

Shell Eco-marathon (SEM) is Shell's global academic program which aims to encourage STEM students to design, build and operate the world's most-energy-efficient vehicles, echoing "Powering Progress" strategy. After the three-year success of SEM in China, coupled with the COVID-19 restrictions hindering on-track competition, Shell realised that it was time to elevate the event reputation and its impact on the STEM community. To maintain SEM students' enthusiasm and make SEM a more active community, Shell launched the Go Further with Change Makers of Tomorrow IMC campaign. Shifting from audience to storytellers, SEM students as Change Makers of Tomorrow went further with Shell through a digital-driven O2O journey. From in-depth conversations with SEM alumni, influencers, experts, and industry stakeholders, to high-tech creativities including NFTs, AR/MR/VR immersive experience and a dual-screen 3D-OOH featuring students' works, Shell successfully drew attention from online to offline and popularised the greener mobility topic among a wider public.