Shell Eco-marathon
Profile
The aim of the Shell Eco-marathon is to inspire young designers and engineers from around the world to develop new approaches to sustainable mobility. The objective is threefold:
- To encourage and foster innovation and ideas about fuel-efficiency and the future of modern transport
- To help technical institutions secure talent for their professional technical courses
- To promote technical careers among young people all over the world
Over the past years, the Shell Eco-marathon has grown into a truly international initiative with events being held both in Europe as well as in the Americas.
Objectives
To communicate the Shell engagement in the providing young European researchers with opportunity to examine their concepts in regular business environment.
Strategy
The objectives are realized through the following strategies: reach potential new customers through activities building the desired awareness of the brand: close and empathetic towards the customer, education and environment engagement, supporting young people.
Activities
3 Press releases: Press releases were partially based on the announcement provided by central Edelman and adjusted locally. It also contained information on team of Polish students, preparing for participation in the competition.
Press briefing 13th May, 2008: Press briefing was organized in Warsaw Technical University. Top journalists were invited on event presentation: rules and history, presentation of Polish teams and vehicles.
Press trip to Nogaro: Two Polish journalists, representing top national opinion-forming newspaper and national television, participated in this event, observing and relating course of the event.
Press attendance on Shell Round Table conference: While Eco-marathon competition took place in Nogaro. Shell Round Table conference was held nearby of event gathered top European journalists, politicians and businessmen, discussing the problem of European energy challenges. Poland was represented by 3 Polish environmental scientists.
Exposition of the vehicles: In order to stimulate grassroots interest in Eco-marathon as well as the fact, that Warsaw students participated in the event, the vehicles were exposed at Labor Fairs in Warsaw organized on Warsaw Technical University.
Participation in science events: Guraszka, Piknik Naukowy to promote the idea of Shell Eco-marathon to wider society.
Presence in the internet during the communication campaign social awareness of Shell Eco-marathon concept has risen significantly. Currently, entering “Shell Eco-marathon” into Google search engine leads to appearance of 1450 results, in Polish language only.
Meeting in HP Polska: Edelman Polska, in cooperation with the team, elaborated an offer, which was addressed to HP, looking for new sponsoring opportunities.
Results
Eco-marathon has been reported in the total of 44 media materials in Poland. They include: 12 print articles, 17 TV broadcasts and 15 online articles. They are all positive.
