Shell is embarking on a new communications program in Canada celebrating both the human side of the company and its uniqueness in the marketplace.
These are demonstrated by real-life stories of Shell people being innovative, resourceful and highly committed to a responsible energy future. “The brand is the personality of the company,” explains Adrian Loader, Shell’s Country Chair for Canada. “In Shell’s case we are innovative, non-complacent, creative thinkers, problem-solvers, confident and persistent and have a positive attitude about energy. This is what sets us apart from our competitors.”
In an unusual departure from conventional media campaigns based on short, slick sound bytes, Shell has produced a film called Eureka. The nine-and-a-half-minute production, directed by the Academy Award-winning director Kevin McDonald (The Last King of Scotland), is both a strong communication of what makes Shell unique, and a moving, human drama. ( View Shell’s new brand film, Eureka.)
The docudrama was filmed last fall on location in Brunei and the Netherlands. It portrays Shell Chief Shell Engineer Jaap van Ballegooijen’s team’s development of the highly innovative Snake Well drill, beginning with an idea the engineer got from his teenage son. The film’s unusual length is crucial to presenting a raw, credible story.
The campaign, besides emphasizing the can-do attitude of Shell employees, addresses the challenges of meeting worldwide demand for energy, and the public’s concerns over the environment and oil profits.
Shell’s message to the public will also be delivered through an integrated advertising campaign via a variety of media including television, magazines, newspapers, online and in cinemas. The national, bilingual campaign launches in English this week and in French next week and runs until mid-December.
A highlight of the campaign is a 90-second (another uncommon length) television commercial based on Eureka.
A new section on Shell.ca called Real Energy Stories link to www.shell.ca/realenergy launches in English this week and in French next week and includes the Eureka docudrama along with an eight-minute “behind-the-scenes” look at creating the film Eureka. Six creative, interactive games are also featured that allow players to build their own vehicles to achieve the most energy-efficient drive, test their mathematical skills while drilling for oil and connect pockets of oil in a single pipeline before time runs out to name a few.
Related links
This year marks the centenary anniversary of Royal Dutch Shell. Learn about Shell’s history.
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