Two teams, 3000 miles, lowest emissions possible: How Shell used The Great Travel Hack to reach out to Millennials

Shell, an oil and gas company, launched a research study using combined online ethnography and mini workshops to reveal key insights about its target which allowed it to better connect with millennials globally.

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.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands