Shell

Case : CSL Sponsorship signing

Service type: Digital Campaign

Background:
In 2017, Shell signed an upgraded sponsorship deal with CSL and wanted to create positive attention around the ceremony.

Challenges:
Making a relatively mundane news event attractive and interesting.
Creating a significant effect with a restricted budget and only three weeks’ time.

Execution:
We raised attention for Shell's CSL sponsorship signing by taking advantage of the transfer season, having some of CSL’s biggest stars hint at “big news” and creating suspense with an interactive mini-site featuring a CSL star, leading to frenzied speculation on social media. Following the speculation, we created a series of posters with CSL stars, for sustained exposure leading to the ceremony. As the final step we had 10 CSL stars promote the sponsorship and drive traffic to an event page for participating in a CSL ticket lottery.

Results:
84,200,000 persons overall campaign exposure
1.8 million read count on Weibo
11,000 CSL ticket lottery participations
31 media reports, with 16.29 million exposure and media value of more than 500,000

Rewards:
The 6th Social Network Marketing Golden Bee Award for Best Planning Bronze Award
2017 Gold Contact Global Business Innovation Award, Best Case in Sports Marketing Bronze Award
2017 Top Digital Innovation Silver Award"

Case : CSL Sponsorship signing

Service type: Digital Campaign

Client need: Create attention to Shell signing an upgraded sponsorship agreement with CSL.

We created a campaign kicked-off by suspense stemming from mysterious social media posts media by some of Chinese football's biggest stars, and led to a interactive mini-site that engaged users with Shell and CSL, and led consumers to a ticket lottery.

Results:
84,200,000 persons overall campaign exposure
1.8 million read count on Weibo
11,000 CSL ticket lottery participations
31 media reports, with 16.29 million exposure and media value of more than 500,000

Awards:
The 6th Social Network Marketing Golden Bee Award  Best Planning Bronze Award
2017 Top Touch • Global Business Innovation Award, Best Case in Sports Marketing Bronze Award
2017 Top Digital Innovation Silver Award

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