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Brand Republic: Shell rebrands online as energy friendly

By Hayley Pinkerfield Revolution UK
16-Mar-07, 13:17

LONDON – Royal Dutch Shell is launching an interactive campaign site to support a new brand positioning.

The site, created by Digit, is part of a global communication campaign, pitching Shell’s quest to secure a responsible energy future. It marks the company’s first fully integrated online marketing message.

Visitors can try out online challenges, which aim to entertain and inform while testing users’ ‘analytical, maths and memory skills. Each game reinforces positive messages about future energy sources.

The Energy Drive game asks users to ‘build’ a basic vehicle to optimise energy use over distance. Players can compete on local and global levels. The challenges are brought to life with real-life stories about Shell workers solving problems creatively, reinforcing the push message.

The campaign is spearheaded by ad agency JWT’s brand film ‘Eureka’, by ‘Last King of Scotland’ director Kevin McDonald. A version of the film with interactive jump-off points features online.

Shell’s wider brand strategy is based on finding new forms of energy and maximising use of our oil and gas resources. Using drama to tell real-life stories is a departure from the oil firm’s traditional style.

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