ECO-MARATHON ASIA 2015

TitleECO-MARATHON ASIA 2015
BrandSHELL
Product / ServiceA SOCIAL INVESTMENT PROGRAMME
CategoryA05. Branded Live Experience
EntrantIMAGINATION SINGAPORE, SINGAPORE
Entrant Company IMAGINATION SINGAPORE, SINGAPORE
Contributing Company IMAGINATION SINGAPORE, SINGAPORE
PR Agency EDELMAN Singapore, SINGAPORE

Credits

Name Company Position
Mariana Cid Imagination Senior Account Director
Lynda Hickey Imagination Global Project Director
Tom Gray Imagination Strategy Director, Shell
Jiri Bures Imagination Global Creative Director
Kiley Leong Imagination Digital Project Director
Daryl Wong Imagination Production Director
Brian Tan Imagination Creative Director
Doris Claesen Imagination Senior Project Manager, Shell

The Campaign

In emerging markets like the Philippines, the middle classes are now entering the consumer market en-masse. It unlocks the opportunity to engage in meaningful conversations with these new consumers. With an open door policy, the public was invited to visit the Shell Eco-marathon event. This enabled SEM to reach a wider audience, which would not typically connect with energy brands through traditional media channels. Tackling negativity on the energy industry along the way through engagement and education. By tailoring the narrative for relevancy to the Philippines, Shell wants to inspire the visitors to reflect on their ideas to address the complex issues posed by the Energy-Water-Food nexus.

Results

Imagination designed and delivered the 4 day Shell Eco-marathon event in the heart of Manila. The challenge was to create an experience that resonated with various audiences; the participating students, general public, schools and business stakeholders. Shell wanted to connect with Asia’s young future leaders, to educate and build advocacy on the Global Energy-Water-Food challenge and create ‘a talkable experience’ that visitors would discuss and share with peers. As a result, an highly immersive experience was created that included a range of interactive and social activities focused around the global Energy-Water-Food challenge, whilst showcasing SEM as a true example of world-changing open innovation. The first part of the visitor journey centered around making visitors become ‘part of the SEM team’. Throughout the exhibition area, mini-challenges were presented, where visitors tackled a series of energy issues. It gave insights into their talents; prompted thinking about their future potential and created a sense of belonging. On completion of the journey, the most appropriate role within the team was allocated to each visitor. E.g. engineer, designer, connector. Additionally, visitors were able to see the actual participating teams of the Eco-marathon in action, working on their cars and undergoing the severe technical inspection. The journey ended in a “fan zone” overlooking the race track, where a stage programme featured interviews with technical experts and participants. Separately, “Powering Progress Together” an invite-only event was held during Shell Eco-marathon to engage with key opinion leaders from the public, private and civil society sectors. Inspirational presentations and panels discussions were held to deep dive into the topic of the Energy-Water-Food challenge, more specifically on the topic of urbanisation.

All visitors were given an RFID card, which enable them to personalise and collect content throughout their SEM journey. It triggered them to interact with content and to revisit it again at home, via the SEM souvenir website. Specific parts of the journey enabled visitors to create the actual exhibition content. For example, one activation challenged them to design the car of the future. All entries were displayed on a large inspirational wall. On-site roaming photographers and videographers ensure new content was created and published every day, prompting visitors to connect through social media channels and stay connected with Shell.

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Shell Eco-marathon (SEM) Asia is a competition for engineering students to design, build and drive energy-efficient vehicles. The finale was a four day event in Manila. An incredible opportunity is created by looking at SEM not merely as a competition for students, but as a platform to engage with a wider audience which would not typically be open to advertisement from the energy industry. Imagination worked with Shell to create and deliver the overall SEM experience which gathered not only the participating students, but also the general public, schools and business stakeholders across the industry. The experience narrative centered around the global Energy-Water-Food challenge, whilst showcasing SEM as a true example of world-changing open innovation. Each visitor touchpoint delivered key messaging, tailored to the different audiences present. A range of tangible, immersive, interactive and social activities were created to bring to life the messaging in an entertaining and educational way.