Best Employment Integrated Ad Campaign

Our aim was to convince top-tier technical and commercial graduates that you can get more out of your career by helping Shell tackle some of the world’s biggest challenges. Our approach was to demonstrate the universal importance of Shell’s work. Show how Shell’s role will only get bigger as populations continue to grow and the demand for energy increases. We asked challenging questions prompting graduates to think further. How do we deliver more energy and less C02? What happens when there’s no more easy oil? We emphasized the value Shell places on creative thinking, and persistence against the odds to give graduates a clear picture of what Shell is looking for.


Based on the results of last year’s end-to-end tracking (from clicking a banner or job posting through to hire or rejection), we developed an optimised multimedia campaign aimed at students and graduates across the UK. Our digital strategy was to raise awareness of Shell graduate opportunities and drive students to www.shell.co.uk/careers to apply. We ran, among other things, rich media banners in high-impact formats like expandables overlays and 3D Flash games which ran in MPUs. In partnership with Channel 4 in a consumer and recruitment industry first, we showed a 30-second animated film to 160,000 students across 40 university campuses via university IPTV services. All activity was tracked to make next year’s campaign as targeted as possible.

Contributors:

Creative Director:	Paul Rizzello
Art Director:	Chris Hill
Client Director:	Lis Daglish
Copywriter:	Paul Rizello
Art Director:	Christian Timmermans
Client Director:	Mia Haywood

JWT INSIDE

Location: USA