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 public’s rising awareness of environmental issues, 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 – Shell increased TA online engagement via a newly launched digital hub, narrated a complete SEM story with digital storytelling and cross-over cooperation, and resonated with wider public via its reality-virtual-combined finale livestream.”