Summary
The Great Travel Hack is a piece of branded entertainment launched by Shell in 2019 to meet a demanding brief: to get Millennials engaged in a brand in one of the least trusted and most disliked global industries
Not only did the campaign need to attract 18–35s around the world with a message that felt relevant and credible, it also had to reach them using the media they are closest to. A traditional TV campaign was never going to cut it.
This submission explains how qualitative research played a key role at every stage. It demonstrates how a combination...