Shell: 2020 Shell eco-marathon “minds in motion” campaign

Shell, an oil and gas company, launched a digital platform to facilitate a lower-carbon energy future in China.

Executive Summary

As a leading energy company, Shell wanted to enhance its brand image as a key player powering energy transition progress within the China market. To do this, Shell leveraged its signature brand asset, the Shell Eco-Marathon (SEM), a global energy efficiency competition targeting STEM students. To narrow the gap between the competition and the public, Shell launched an IMC campaign "Minds in Motion", providing a virtual platform for all to interact, inspire and collaborate towards a lower-carbon future, and be recognized for their innovative energy optimization ideas. With a digital-driven approach, the campaign featured AI and AR technology...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands