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Marketing Week: Shell launches film campaign

Source: mad.co.uk | Author: Melinda Varley | Published: 08 March 2007 13:45

Fuel supplier Royal Dutch Shell is launching a new global marketing campaign created by MediaCom and JWT.

The aim of the campaign uses a series of long-format films to highlight the culture of innovation at Shell and aims to position the fuel company at the forefront of future energy solutions.

The films will be shown in cinemas, online, interactive TV and on DVDs. In the UK and USA, viewers with interactive television will be able to access a custom-built interactive viewing experience by pressing the red button when watching the ad.

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An online version will also allow viewers to interact with hotspots in the film to discover more information.

Gavin Duke, head of international at MediaCom, said: “This campaign is not only building on Shell’s reputation as a great innovator, but also breaking new ground as it is a major departure from the conventions of corporate advertising in the energy secotr. Shell is embracing a whole range of new ways to engage with consumers and stimulate dialogue about a key issue for all of us.”

The campaign will be seen in the UK, Netherlands and Germany and will roll out in the US and China within the year.

Last month Shell handed its lucrative design and build account to interactive agency Modem Media UK. The agency was selected to redesign the company’s corporate website as well as reinvigorate the Shell brand across its online portfolio.

Related article

Marketing Week: Shell awards corporate site redesign to Modem Media

Source: nma.co.uk | Published: 15 February 2007 00:00

Shell has handed its lucrative design and build account to interactive agency Modem Media UK.

NMA understands that the agency has been selected to redesign the company’s corporate website as well as reinvigorate the Shell brand across its online portfolio.

Shell will sit alongside Modem Media’s other blue-chip accounts like HP, Ericsson and Lloyds TSB.

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Shell currently uses WPP-owned agency JWT for above-the-line advertising. JWT is working with fellow WPP agency Digit on Shell’s online advertising, although it’s possible that Modem Media will also have some involvement in this marketing.

Shell’s existing corporate website is used for a mixture of access to services for consumers and businesses, and more recently to promote its green credentials – an area that has become increasingly important for petrochemical companies in recent years.

The appointment to work across Shell’s online portfolio follows Modem Media’s earlier win of work for a global CSR campaign launching later this year to promote Shell’s technical innovations and the work it’s doing to reduce environmental damage.

Shell and JWT recently announced that the oil company would be sealing off the City of London as part of a £2m ad to promote its partnership with the Ferrari Formula One team. The ad will be used to promote Shell’s high-performance fuel.

Modem Media refused to comment.

 

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