South Pole Energy Challenge.
Shell demonstrated its commitment to cleaner energy by challenging well-known father-son explorers, Rob and Barney Swan, to reach the South Pole, all while surviving entirely on renewable energy.
UEG and EndemolShine Group were there every step of the way to capture this 600-mile journey in 60 days across Antarctica. Fifteen million people tuned in across all of Shell’s social platforms. To fully engage our audience, we created the first interactive live map that tracked the journey across Antarctica.
Rob and Barney reached the South Pole and we won Shell’s Brand Excellence Award for the Best B2C Campaign. Most importantly, Shell got people talking about renewable energy.
We earned 408 pieces of media coverage that reached an estimated global audience of 583 million with 100% positive coverage.
Now that’s going the extra mile for our planet. #MaketheFuture