US, UK, Brazil, Nigeria, India, Singapore
Our objective was to bring to life the transformative power of bright energy ideas – as evidenced by GravityLight. In so doing, we aimed to build an understanding of Shell’s commitment to cleaner energy among our target audience, and ultimately to enhance the image and reputation of the Shell brand.
Shell is striving to address the misconception that it is simply a traditional oil company, by bringing more and cleaner energy to communities around the world, communicated via the #makethefuture global brand platform.
To enable this, authenticity and credibility are vital. Research showed that:
1 – to improve brand perceptions, Shell needed to have a clear and obvious role in the ideas, so bright energy ideas are crucial.
2 – the ideas must be seen in action. With Shell’s target audience - Energy Engaged Millennials (EEMs) a smart, savvy and time poor audience, with strong opinions – evidence of genuine activity ‘on the ground’ are important. No future gazing or pipe dreams.
3 – the ideas needed to have a clear human benefit. We had to focus on the beneficiaries of the bright energy ideas.
Shell’s efforts are already having a huge impact. In Kenya, two out of three people have little or no access to reliable energy sources. Many families in rural, ‘off grid’ communities rely on kerosene for lighting; over time, this can be both costly and, due to fumes, unhealthy.
To address this, Shell have developed a deep, long term partnership with the Gravity Light Foundation, a bright energy start-up. Gravity Light is a source of clean, durable and affordable light, powered by gravity, for people in low-income rural communities across the world.
Our challenge was to share Shell’s commitment to create a brighter future. We sought to encourage Shell’s audience to choose to spend time with Shell’s stories.
There were three crucial components of Shell’s strategy for Gravity Light:
To credibly demonstrate the power of bright energy ideas, we knew that our audience needed to see these ideas in action, on the ground, in the communities that would benefit most. Research showed that demonstrating real-world benefits in action was important for our audience to change opinions.
To deliver this, we acknowledged the power of non-Shell voices for this audience, and recognised that high-profile influencers could deliver more credible impact with our EEMs than the voice of the brand itself.
Shell’s key brand markets span the globe; from the US, to Brazil, the UK and Netherlands. There are hundreds of millions of EEMs globally, so it was vital that we took the on-the-ground activity out of Kenya, and put Gravity Light on a global stage.
To affect behavioural change, campaign analytics also showed that a wide range of content was required. We couldn’t rely on a one hit wonder – a significant variety of content and messaging was needed to encourage our target audience to spend some quality time with the Shell brand.
To build credibility, Shell embarked on a 50-day Gravity Light roadshow across Kenya throughout October and November of 2016, raising awareness of Gravity Light’s benefits with the most important audience of all: rural, off-grid communities who could improve their wellbeing with cleaner, more reliable, more affordable light.
The progress of the Gravity Light relay was captured during the roadshow and subsequently promoted in earned and owned digital and social channels. In these environments, highly engaged audiences could track the progress of the roadshow and watch video updates of rural communities experiencing the benefits of Gravity Light first hand.
To achieve scale, we promoted a kick-off video globally on digital video and social platforms including YouTube, Facebook, Instagram and Twitter, targeting bespoke EEM audiences, which summarised the roadshow and the benefits of the technology. The video broadened the reach of the campaign, while the technical details of the content also appealed to the more STEM focused millennials within our energy engaged audience.
To deliver greater depth, we retargeted previously engaged audiences on social platforms with animated videos of Gravity Light ‘bedtime stories’. These stories were narrated by high-profile influencers in our key markets, such as Luan Santana (Brazil), Pixie Lott (UK) and Yemi Alade (Nigeria). Fifty animated videos were produced, each telling a different story, while consistently integrating Gravity Light within the narrative.
The campaign was supported with focused search activity. This activity directed the audience to a bedtime stories playlist, encouraging users to discover the full range of stories.
Lead Media Agency
Additional Media Agencies
Colloquial, JWT, CORD, Edelman