Shell Eco-marathon 2012 – 2015

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Briefing

At the Shell Eco-marathon, 3,000 students, making up 200 teams from around the globe, will compete to design and build super efficient cars to travel as far as possible on just one litre of fuel. The competition is held in Ahoy and at the Rotterdam street circuit. Assignment: develop and organise the largest brand event in the Netherlands and ensure that at least 40,000 visitors attend, as well as a ROI of at least 2x the media value.

Solution

Shell Energy Lab: a massive four-day festival where children aged 6 to 11 can discover the world of technology with the theme ‘Experience the world of tomorrow’.

We invited visitors to participate in surprising activities and spectacular experiments on the future of energy and innovation. Various partners were involved in the festival, including the Municipality of Rotterdam, BMW, the Port of RotterdamAuthority, NEMO, Linde, HP, TNO (the Netherlands Organization for Applied Scientific Research), Maxon Motor as well as several universities.

Client
Case
Shell Eco-marathon 2012 – 2015
Category
Advertising, Events
Agency collaboration
Imagination (UK)

The campaign consisted of print, film, advertisements, outdoor advertising, spectaculars, digital and a photo booth, plus a takeover of the daily newspaper Metro.

The Shell Eco-marathon Experience generated a great deal of free publicity. A pop-up store in Rotterdam Central Station gave the visitors a preview of the Shell Eco-marathon and the Shell Energy Lab for two weeks prior to the event.

Results

Visitors
50,000+
Number of Journalists
62
Media value
3 x the event value