Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

Summary

The Great Travel Hack is a piece of branded entertainment launched by Shell in 2019 to meet a demanding brief: to get Millennials engaged in a brand in one of the least trusted and most disliked global industries

Not only did the campaign need to attract 18–35s around the world with a message that felt relevant and credible, it also had to reach them using the media they are closest to. A traditional TV campaign was never going to cut it.

This submission explains how qualitative research played a key role at every stage. It demonstrates how a combination...

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