Executive Summary
As a leading energy company, Shell wanted to enhance its brand image as a key player powering energy transition progress within the China market. To do this, Shell leveraged its signature brand asset, the Shell Eco-Marathon (SEM), a global energy efficiency competition targeting STEM students. To narrow the gap between the competition and the public, Shell launched an IMC campaign "Minds in Motion", providing a virtual platform for all to interact, inspire and collaborate towards a lower-carbon future, and be recognized for their innovative energy optimization ideas. With a digital-driven approach, the campaign featured AI and AR technology...