Challenge

The first phase of our new Shell 'Let's go' campaign had double the brand recognition of its predecessor. In our second phase, we needed to continue this success by educating people about the good work Shell was doing. We also needed to extend our invitation to participate.

Insight

People get bored if you just talk at them. And while many people cared about the energy challenge and reducing carbon emissions, they saw it as a worthy but dull topic. We needed to inform people while also inspiring them.

Solution

Engage people with an irresistible social game: EcoVille.

In EcoVille, you're the mayor of a town. It's up to you to provide more energy and less CO2 to keep your citizens happy. The happier your citizens, the more productive they become. This increases your income - which allows you to invest in new technologies to boost your town's energy success.

As you introduce new technology, you discover interesting nuggets of information that tie back to Shell's achievements. You can also share the fun by visiting the towns of other EcoVille players - and helping them with their energy projects.

During the game, you accumulate credits which can be turned into Shell Drivers Club points for discounts on Shell products like fuel and motor oils. Plus, when you buy Shell retail products, you obtain virtual items that help improve your in-game performance.

About 10% of all Facebook users - 60 million - play Farmville. Our game has the potential to tap into this casual gaming audience. Especially since most play three and five social games at once. What's more, casual gamers play several times a day, five days a week, with each session lasting about 20-40 minutes. This means lots of potential interaction with the Shell brand.