News & Media releases

Real energy solutions for the real world

01/03/2007

Royal Dutch Shell plc today launched a new global marketing campaign featuring a series of long format dramatised films that show how Shell people contribute to a responsible energy future by solving complex technical challenges.

The integrated campaign uses an innovative mix of media. The films will be shown in cinemas, online, via interactive TV and on DVDs distributed as inserts in print media.  Eye-catching print advertising will highlight specific projects that demonstrate the Shell culture of innovation.

Roxanne Decyk, Corporate Affairs Director: “This campaign brings to life the reality of what we do at Shell every day.  We strive to deliver real energy solutions with the right combination of technology, investment and partnerships. In doing this we deliver on our core business strategy: bringing energy to our customers today while continuing to develop alternative energy sources”.

The first film of the series, “Eureka”, tells the real-life story of a Shell engineer who found inspiration in daily family life to develop the “snake wells” technology now used in offshore fields in Brunei.  For years Shell technologists had sought to find a viable way to drill and produce this oil, which is trapped in small, hard to reach pockets in a difficult rock and sand formation. Further films will be released periodically.

Commenting on the strategy, Brand Strategy Project Manager, Venetia Howes, said: “The campaign shows how every day, by harnessing our problem-solving skills and the power of our collective imagination and determination, we deliver real energy solutions and progress for our customers. 

“Using drama to tell real-life stories is an interesting departure from the traditional Shell style. We see this as realistic story-telling, based on what our people do and how they think, that will stand out from conventional corporate advertising, especially in the energy sector.”

In the UK, viewers with interactive television will be able to access a custom-built interactive viewing experience by pressing the red button when watching the commercial. An online version will also allow viewers to interact with ‘hotspots’ in the film to discover more information.

Print advertising, with unique creative treatments using engaging images and words, will highlight specific projects where the inventiveness of Shell people is contributing to real energy solutions. The campaign website also has interactive mind games for lateral thinking, memory, mathematics and analysis.

The advertising will commence in the UK, Netherlands and Germany on 1 March 2007 and in the US and China shortly afterwards.  The communication campaign rollout will continue to around ten other countries during 2007.

The brand strategy and communications approach was developed by Shell Brands International, working with our global advertising agency partner JWT.

Visit www.shell.com/realenergy to watch the film, go behind the scenes with the making of the film, see the press ads and play the games.