How to inspire the next generation of innovators. Shell

Challenge

To create a dynamic social experience within one of Shell’s most successful social investment programmes.

Insight

Sharing and interaction can only happen if the right environment is created – from physical to digital.

Solution

The Shell Eco-marathon (SEM) is one of the most inspiring expressions of Shell’s commitment to innovation, energy efficiency and investment in young talent and partnerships.

Student teams from schools and universities worldwide are challenged to design and build energy-efficient vehicles.  The vehicle which travels the furthest using the least fuel wins the prize.

As well as engaging young minds to create smart energy technologies and solutions, SEM gives Shell an opportunity to engage with a wide range of key stakeholders, from media to business partners and academics.

For the 2011 European event, we created the Smart Zone, a showcase for Shell initiatives that served as an informal area for students and stakeholders to interact.

The Smart Zone contained illustrations of Shell initiatives alongside the partner village, a VIP area and competitor seating. We created a single boulevard around the central hub, accommodating a high-impact presence for Shell partners.

This was supplemented by an information point and online access, creating a dedicated space for social interaction, presentations and interactive quizzes that was one of the most popular destinations at SEM.

Building on the successes of this event, 2012 will see an expansion of the event, inviting 30,000 consumers to experience this unique activity, showcasing Shell’s wider innovative developments through the "world's largest laboratory"!

Results

• 187 teams from 24 countries participated in the Shell Eco-marathon 2011 – over 3,000 students in all
• The winners came from 10 countries, three of them setting world records. To date, over 5,000 students have taken part
• The Smart Zone was one of the most popular spaces at the event