Shell sought ideas to increase their brand awareness amongst millennials.
An open “ideas” brief was researched and a focused response given.
The approach to answer this brief was to investigate brands that had achieved this simple, yet often elusive, goal and gain insights into how they had achieved the feat.
From investigating these brands, the overall conclusion was made that any idea had to “be good, be useful and to be entertaining.”
A range of highly original concepts and sponsorship ideas were then presented. Along with these, a raft of supporting measures to boost awareness were suggested, going well beyond expectations.
That’s brand support.