How Far Can We Go

“As a leading energy company, Shell wanted to bring its new brand strategy “Powering Progress” to life in China by leveraging the Shell Eco-marathon (SEM), a global academic program encouraging STEM students to design, build and operate ultra-energy-efficient vehicles. However, the on-track competition was canceled due to pandemic restrictions. Based on China’s carbon neutrality target and the powerful appeal of interactive media in China, Shell realized that it needed to leverage favorable context and digital trends to move SEM from offline to an iconic online event, while utilizing internal and external resources to engage wider audiences.

To do this, Shell launched the #HowFarCanWeGowith1UnitofEnergy digital-driven IMC campaign, combining impactful visualization, in-depth storytelling, and extensive influencers engagement – with a newly launched digital hub, a complete SEM digital story-telling approach, and a reality-virtual-combined finale livestream, Shell successfully maintained attractiveness to STEM students and resonated with wider public.”