Shell has run Shell Eco-marathon (SEM) competition around the world for over 37 years inviting students to innovate on green energy car engineering. The project has localized in the China market since 2019. But the challenge has never changed. Academically eco-friendly topics have always been difficult to communicate, especially in B2C mode - young people especially students have always been the core target of shell, but they have been spoiled by the boomed contents and formats, so under this circumstance, our challenges were:

1. How to make SEM an appealing topic to the public

2. How to arouse core targets’ interests and trigger their engagement / participation

After 2 years being held online impacted by COVID-19, we are planning to return offline with a further upgrade – from an inspiring competition to a high technology powered futureproofing carnival.

With the uncertainty of domestic economy goes, employment situation is also becoming more challenging than ever, especially for university students who are seeking their first job in career. A disturbing fact is youth unemployment rate has already raised to 18.4% - which is 3 times of the overall rate, raising anxiety among young generation.

Fortunately, green energy industry is evolving into the new engine of economy, meanwhile creating considerable employment. So as an entity that has devoted decades in this area, we realized we have the obligation to help young generation showing more capabilities while gaining more opportunities.

Together with Shell holistic business tree, we maximized the benefits to the society through four routs:

1. Human-oriented Story Telling-real stories to resonate

2. Business Networking-tangible evidence of powering progress

3. Beyond Media-intriguing educational contents which are fun and inspiring

4. High-tech Combination-high technologies to interact and experience

A bright future fueled by green energy.

Target STEM students as core, we’ve leveraged business to enrich content. Externally, we had our industry to share insights. Meanwhile, we had internal staff to support collective success.

Together with Shell's line of business, we built SEM the High-tech Equipped Carnival for not only green energy technology promotion in China, but also student career coaching. A from an inspiring competition to a high technology powered futureproofing carnival.

Kick-off

WeChat & Weibo announcements powered by data&KOLs, along with an in-depth content co-creation with top cultural magazine SanLian to illustrate Shell’s passion in helping students to create a better future

In-depth Engagement

Tech training courses were released on WeChat content hub & NetEase eLearning platform. An open class was released through livestreaming on top video channels where Alumni, KOL & Shell HR were invited to give students advice on career future planning

Guokr, the top tech education media was invited to witness participants’ growth

Mobility in Future Carnival

To record the meaningful moment, a set of NFT were released illustrating the innovative cars designed.

Mobility in Future Carnival was held online & offline using MR tech cheering for students’ achievements. Along with paid drive and KOL promotion, Shell’s 2B social channels were involved to share the excitement with wider business partners

Dual-screen 3D-OOH were adapted for the special season.

Career coaching along with green technology education appealed wider visibility and favorability.

● The SEM finale livestreaming video view is over 19.4M（+24.3% vs Y2021）

● Weibo topic page has been reached over 1.47B（+81%vs Y2021）

● Weibo topic page discussions has been over 268K（+146%vsY2021）

● And in total of 9000 SEM 2022 limited NFT were collected within 3 days