Creative Execution

Throughout the visitor journey, interactive mini-challenges were presented, asking visitors to tackle a series of energy issues. All answers (and optional content) were collected via personalised RFID cards. On completion of the journey, the most appropriate role within the innovation team was allocated to each visitor. E.g. engineer, designer, connector. The roles were revealed via a 9x3.5 metres responsive installation after which visitors were asked to ‘Join The Team’. This masterpiece multi-player installation used kinect cameras, was created with Raspberry Pi and delivered on Android tablets. Additionally, a souvenir website gave the visitors access their personalised content collected.

SEM Asia 2015 highlights: - Close to 50,000 visitors over the 4 opening days (35,000 in 2014). - Achieved over 193,000 RFID interactions, 38.4 million impressions on Twitter and 13,000 Instagram tags. - 86% of millennials who attended would recommend Shell. - 93% of visitors were more favourable towards Shell post-event. - Over 1,000 pieces of coverage generating over 500 million target impressions on top tier print, broadcast and online local and regional media. Following the success of ‘Join the Team’ at the SEM Asia, Shell replicated the initiative in the events in the Americas and Europe in 2015.

Shell Eco-marathon Asia is a competition for engineering students to design, build and drive energy-efficient vehicles. The finale is a four day event, bringing together all participating teams as well as public visitors. In particular, Shell looked to engage millennials, inspiring them to consider a career in science, technology or engineering while reinforcing perceptions of Shell as a brand driven by innovation. We know millennials want to make a difference: 82% believe their generation can improve the world. They also value innovativeness in companies and 78% say it affects their choice of employer. So we created a highly immersive and edutaining experience into the future of energy. The interactive journey centered around making them become ‘part of the SEM team’. It gave insights into their talents; prompted thinking about their future potential and created a sense of belonging; whilst showing how SEM is a true example of world-changing open innovation.