Shell is on the forefront of answering the world’s demand for energy. Our aim was to inspire top-tier graduates to tackle some of the world’s biggest energy challenges. The campaign was tested against a global target audience across 12 markets in a qualitative and quantitative online environment and scored top grades, achieving a global shift in brand consideration of +48 percent.
Judges felt that this entry exemplified how to use rich media appropriately generating impressive statistics. To help tackle the energy challenge, Shell needed to attract graduates who share their passion for creative problem-solving. So students were set a challenge that would not only educate them about the scope and importance of Shell’s work, but also position Shell as the leading innovator among graduate employers: Six secret codes were hidden across Google Earth, and players had to learn about some of Shell’s most spectacular innovations to find them.
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