Shell has operations in over 100 countries, and has around 44,000 service stations worldwide. Shell's latest campaign was to celebrate the 99th anniversary of its operations in Turkey.
Challenge:
Gen-Z uses adblock, does not watch TV, and ignores traditional marketing. The team at Shell, and at MediaCom, knew well that they would be missing valuable potential customers if they solely focused on traditional media and were not present where Gen-Z is: live streaming platforms.
Strategy:
With the help of LIVAD’s creative team, The Shell team designed a campaign that combined traditional billboards with non-intrusive overlays and targeted racing-related games such as iRacing, Euro Truck Simulator 2, and Rocket League to serve their creatives at the most relevant moments via their audience’s favorite creators.
Results:
Creators: 135 creators participated in the campaign
Reach: 216,414 viewers were reached
Click-Through Rate: 1,49% achieved, 148% higher than industry benchmark
The campaign was a success. Highlights include:
• Collaboration with 135 creators
• 216,414 Viewers reached
• A 1,49% Click-Through Rate
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