Shell – #MaketheFuture
One of the most significant energy challenges the world faces is that by 2050, the world’s population will grow to 9 billion and 75% of those people will be living in cities. This is an issue of global significance but particularly affects emerging markets, which are experiencing rapid growth and urgently need to devise smarter energy solutions that will positively impact their communities.
Shell wanted to help meet the future energy demands of a growing world population, while also reminding people that Shell is committed to shaping neighbourhoods, building partnerships and ultimately, transforming the world – now and for generations to come.
Shell had to come up with something revolutionary and tangible to grab their attention and overcome their natural resistance to corporate messages. Our solution was the “Power of Sport” project, which would harness energy from an unexpected source: the passion and movement of people who play football. The idea was to create the first-‐ever renewable energy football pitch, equipped with floodlights powered by the kinetic energy generated by the players that would give the children of Rio a safe haven to play after sundown.
We leveraged kinetic tiles created by Pavegen, a start-‐up and winner of Shell’s LiveWire funding initiative. Pavegen’s revolutionary technology works on the simple premise that movement generates energy. This meant when children played on the field, the energy from their movement is harnessed to power the floodlights on the stadium.
We also signed Brazilian national hero and global sporting icon – Edson Arantes do Nascimento, better known as Pelé to be the ambassador. Names after Thomas Edison, Pele provided the project with an authentic voice and elevated its profile far beyond the borders of Brazil
Not only did it inspire the local community but the impact was felt around the world.
The first 48 hours following the launch event saw 114 pieces of media coverage globally, ultimately totalling 320 placements in more than 20 countries in six weeks, with global media continuing to request content.
The 38 different pieces of content created and posted across Shell’s owned media and Pelé’s channels reached more than 35.2m people.
The Shell Facebook post featuring a video from the event was the most successful post in 2014 for Shell, with 47 million impressions and an engagement rate of 18.9%.
The lead Pelé video has received almost 56,000 likes. It saw content engagement rates that beat benchmarks by 4-‐5x ahead of Shell’s top competitors.
Most importantly, it got people thinking about Shell differently. A brand study showed significant increases in brand familiarity (+12.8 points) as well as those describing Shell as “working to provide a sustainable energy future” (+8.0), “a leader in providing innovative energy solutions” (+8.1) and “working to provide a future of cleaner fossil fuels” (+7.1).