Shell Oil launches international advertising campaign
According to a report in Advertising Age this week, oil giant Shell has gone ahead with an international advertising campaign despite the ongoing environmental crisis in the Gulf of Mexico and harsh criticism of the oil industry because of BP.
With other oil companies currently remaining silent, Shell has launched a campaign which focuses on a new energy future powered by multiple energy sources and cleaner fossil fuels that the Brand is “unlocking”, The campaign promotes the idea of the world moving towards sustainable mobility with Shell ready to meet the challenge.
Patricia Singer, brand manager for Shell Oil, said “We realized that in spite of the situation in the Gulf being ongoing, we wanted to launch our campaign as planned because we believe that now is an important time to engage with our customers and stakeholders.”
Marketing collateral includes print, TV, online, outdoor executions and two websites, energygalaxy.com and shell.us/letsgo and launched on May 28. The international campaign has been planned for nearly a year and was created by the London office of WPP’s JWT .
Although Ms Singer did not disclose the marketing campaign costs, she said the company’s ad spend would be inline with 2009.
Ms Singer said it was too early to say whether the campaign would make reference to the BP crisis “Over time this will evolve,” she said. “But in the meantime we have a diverse set of materials and creative already planned and activated. We will continue to evolve the campaign to continue telling our story as we go forward.”
Tags: Global Brand
