POWERING THE FUTURE by J. Walter Thompson New York for Shell

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POWERING THE FUTURE

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Industry Automotive products, services and accessories
Media Promo & PR, Case study
Market United States
Agency J. Walter Thompson New York
Released June 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: SHELL
Product/Service: SHELL
Agency: JWT NEW YORK
Date of First Appearance: Jun 1 2010
Entrant Company: MEDIACOM, New York, USA
Entry URL: http://www.energygalaxy.com/challenge.html
Group Account Director: Ken Kullack (MediaCom)
Communications Planning Director: Ji Kim (MediaCom)
Communications Planning Supervisor: Jamie Hoffeld (MediaCom)
Communications Planner: Jonathan Negrin (MediaCom)
Media Director: Kerri Vickers (MediaCom)
Associate Media Director: Rachel Weinstein (MediaCom)
Media Supervisor: Christine Trontell (MediaCom)
Media Planner: Greg Rozmus (MediaCom)
Group Print Director: Tina DiSalvo (GroupM)
Print Manager: Stacey Barrett (GroupM)
Print Analyst: Melissa Lacks (GroupM)
Assistant Print Analyst: Juliet Ashley (GroupM)
Media placement: "Powering The Future" - Four-Part Television Series - Discovery Channel - 17 July 2010
Media placement: Energy 365 Hub - Discovery.com - 1 June 2010
Media placement: Power Planets Online Game - ScienceChannel.com - 1 June 2010
Media placement: Energygalaxy.com - NYTimes.com - 1 June 2010
Media placement: Future Of Energy Educational Booklet - Popular Science - July 2010
Media placement: Future Of Energy Online Hub - Popular Science - 1 June 2010
Media placement: Green Intelligence Forum Sponsorship - The Atlantic - 26 October 2010

Insights, Strategy & the Idea
Just as SHELL’s first global corporate campaign was scheduled to launch, the worst oil spill in history occurred off the U.S. Coast.

If you’re most oil companies, you go silent. But SHELL bravely forged ahead. It might not have been the safe choice, but we believed it was the right one.

This decision was based on two key insights:
- Big oil companies are generally viewed as “all alike”
- Overall, these views are negative

SHELL had the opportunity to be seen differently by behaving differently in response to the spill. For better or worse, people would be talking about it. SHELL not only had to participate, but lead the discussion.

We would have to change both who we targeted and how we spoke to them:
- Expand target beyond political influencers to include all Energy Concerned Citizens (EECs).
- Put SHELL in the middle of the discussion in a positive, completely transparent way.

Creative Execution
We helped SHELL launch an aggressive, integrated media campaign targeting ECCs that incorporated interactive components in every element, including social media, website hubs, and live forums.

We created campaigns to educate, engage and actively involve the target while concentrating the bulk of our spending with media properties viewed as thought-leaders among the ECCs: The New York Times and the Discovery Channel. Some of these elements included:

1. Four-part “Powering the Future” television series
2. Discover Online Energy, a 100% SHELL-branded site
3. “Power Planets,” an online SHELL-branded game where users make energy decisions for their own planets.
4. An interactive approach with The New York Times featuring an online, shareable game inviting visitors to become “stars in the galaxy” by committing to reduce energy consumption.

We also extended our strategy to include events and forums with media partners active in the environmental space, including Popular Science and The Atlantic.

Results and Effectiveness
Despite the environmental disaster, SHELL over-delivered all metrics against ECC consumers:

- 83% believed Shell was actively working to find better energy solutions--66% over goal.
- 51% campaign awareness-70% over goal.
- 73% campaign favourability-22% over goal.
- 50% more likely to agree that the SHELL brand was Trustworthy.
- 45% more likely to agree that SHELL was a Leader in Energy Solutions.

And while most oil companies saw a drop in brand favourability, SHELL achieved the greatest gain among all major oil companies and was the only oil company to have a significant net positive brand advocacy during the campaign period.