Generation Discover Festival

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Briefing

Develop, organize and produce a yearly event that attracts at least 30.000 children from the The Hague region in the Netherlands. The target of this event is to introduce children to science and technology in an engaging enthusiastic manner. Make this initiative visible and bring it to life among Shell employees, stakeholders, the education system and the government, and of course the schools and children in and around The Hague themselves.

Solution

Generation Discover Festival by Shell. A five-day festival on the Malieveld in The Hague. Children aged 8 to 12 are introduced to the future of energy, innovation, science and technology. During the festival the children discover the world of tomorrow through activities, challenges, educational experiences and impressive technological innovations. These experiences not only show, but also let you experience how amazing the our world can look in the future, and how the children of today can play a role in its development as the scientists and technologists of the future. Generation Discover Festival involves a large variety of parters such as The Hague city, Museon museum of technology, AkzoNobel, Linde, BASF, Kivi, Maxon Motor, Museum Boerhaave, Geofort and NEMO science museum.

Client
Case
Generation Discover Festival
Category
Events

Salt Water Cars

Build your own miniature race car that runs on salt water and race against other children by finding the ultimate mixture of salt and water. Every young visitor received a free Salt Water Car. In addition to being handed out during the festival, these Salt Water Cars were also distributed through a special educational program throughout the school system in The Hague as part of a preparation guest lecture for the classes that visit Generation Discover Festival.

Opening festival

A special festive opening ceremony by CEO of Shell Netherlands Marjan van Loon and mayor of The Hague Jozias van Aartsen while Ben van Beurden, CEO of Royal Dutch Shell inspired and encouraged children through an inspiring short video. Attending children took part in a drone challenge and officially opened the Generation Discover Festival.

Campaign

The marcom campaign consisted of print, film, ads, out-of-home, digital and a wrapped tram in The Hague. All campaign images are developed by BrandBase.

Results

Visitors
Total number of visitors
31.846
Students
Total number of school students
9.382
Schools
Total number of participating schools
171
Volunteers
Total number of Shell-employees
142