CHALLENGE

Shell needed to launch its new “Let’s Go” proposition through a corporate banner campaign aimed at engaging time-pressed thought leaders—academics, government officials, journalists, and NGOs. The challenge was to create an impactful message that would capture the attention of this influential audience in a brief interaction.

INSIGHT

To resonate with busy thought leaders, the campaign needed to be sharp, snappy, and visually compelling, delivering an immediate and memorable impression. By using concise and direct messaging, Shell could make an impact in moments, appealing to audiences who value clarity and efficiency.

SOLUTION

The “Let’s Go” banner campaign was crafted to be attention-grabbing and highly efficient in delivering its message. With bold visuals and concise copy, the banners generated impressive engagement, achieving 64,067 clicks and a click-through rate of 0.18%—more than double the previous corporate campaign’s performance. The campaign also drove significant traffic to the “Let’s Go” site, with notable highlights like the homepage takeover on The Washington Post generating 716 clicks in a single day, demonstrating effective engagement with Shell’s target audience.