Signed in as Guest Account SIGN OUT
 
CASE STUDIES
World Challenge

This sponsorship helped to build awareness of Shell's Corporate Social Responsibility principles.

 
THE BRIEF

To re-establish Shell as an open and honest company built on strong principles of Corporate Responsibility. To engage with viewers on a business level and to establish relationships and a reputation on a local level by rewarding enterprise and initiative.
 
 
THE SOLUTION

For a third year running, BBC World, in partnership with Newsweek, produced the World Challenge competition, a global search for innovative community projects. Shell supported this initiative and awarded grants of US$20,000 and US$10,000 for the three most popular projects.

The Campaign included:

- Competition Microsite – including database capturing, discussion board and regular e-newsletters

- Sponsorship of vignette series consisting of twelve two-minute vignettes on BBC World and advertorials in Newsweek

- Sponsorship of the World Challenge series on BBC World – 6 half hour programmes profiling the twelve finalists

- Online creative and placement

- Award ceremony in the Hague attended by the three finalists and key Shell clients/employees


THE RESULT

- 942 nominations

- An amazing 107,166 votes

- 79% increase on entries from the year before

- Richard Sambrook, CEO, BBC World says:

“We are pleased that World Challenge has developed into a bigger and better initiative and this year we’ve seen more nominations and votes than ever before. This demonstrates the increasing international awareness and interest in outstanding global initiatives in the field of sustainable development and we’re proud to be associated with the World Challenge competition.”


WHAT THE CLIENT THOUGHT

"World Challenge has helped identify individuals and groups that are doing something really special for the communities in which they are operating. The competition, which is run in partnership with BBC World and Newsweek, recognises the unsung heroes of sustainable and economic development and the huge effort being in made at a grass roots level."
 
Serge Giacomo, Head of Corporate Identity, Shell
 
 
 

Back to Case Studies