Shell, like most fuel companies, has experienced issues with negative brand perceptions in recent times. Consumers see fuel as increasingly expensive, scarce and polluting, but also regard it as a necessary evil.
Shell identified three hard truths about fuel: World demand for energy will continue to grow; conventional barrels of oil are becoming harder to obtain and more energy typically comes with more CO2, at a time when the climate can ill-afford it.
Shell launched a worldwide campaign to help consumers 'get the most from every drop' - providing practical advice so car drivers could make the best fuel choices for their pocket, their car and the environment. It teamed up with Yahoo to integrate the “every drop” concept into the Yahoo Cars channel as ‘Drive Smart’.
Content was created by Yahoo to encourage users to drive more economically and safely with tips on how to save fuel and therefore save money. The channel created the 1-litre challenge, testing a wide range of vehicles to see how far they’d go on a single litre of fuel. Yahoo commissioned a series of 'road trip' videos, featuring car holiday ideas within the targeted countries to persuade people to cut their carbon footprint by not flying. F1 legend Michael Schumacher supported the campaign by answering users' questions on Yahoo Answers and providing exclusive interviews for the video channel.
All of this was supported by Shell advertising directing people to a microsite and Yahoo branded ads directing users to other areas within the Drive Smart section. Drive Smart content appeared across the Yahoo Network to bring in users who were not regular users of the Cars channel.
The 10-stage interactive training module has a completion rate of 68% so far, which means that over 4,000 people have completed training in economical driving techniques via the campaign. Drive Smart attracted over 5.7 million visits worldwide, over four times the original target. The videos have been watched over 350,000 times, with the 'Road Trips' section proving the most popular.
Drive Smart
The Consumer Benefit Award
- Brand:
- Shell
- Brand owner:
- Shell
- Category:
- The Consumer Benefit Award
- Region:
- Global
- Date:
- March 2009 – November 2010
- Media Channel:
- Online, search, video, branded content, CSR
Please nominate a maximum of five favourite case studies to put forward for the People’s Award. They will appear in the “My Top Five” box on the top right. If you change your mind about any of the campaigns, simply click “remove”.
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