Global red button

DESCRIPTION

Shell wants to start a debate, a debate about the work that it’s doing to respect and maintain the environments where its does business. It wants to start that conversation and get consumers to recognise the steps its already taking.
Since this is a global problem, it’s created a long, high budget film called “Clearing the Air” describing their long-term project to turn natural gas into liquid fuel to improve vehicle emissions. Such films have been made before but what’s innovative here is that it’s being distributed via interactive TV in the world’s three most developed markets for the medium.
Based on learnings from the UK where it has run a huge number interactive TV campaigns on the BSkyB digital satellite platform, MediaCom has devised a strategy that uses iTV in the UK, The Netherlands and the USA. Crucially the interactive experience will be practically the same in all these markets. Activity rolled out in the UK in early February, the Netherlands came on stream at the end of the month with the US due on board at the end of March.
This will take the message to around 10 million households in the UK, around 600,000 in the Netherlands and nearly 35m in the US. Viewers will be able to access the film by red button or depending on their TV platform, video on demand. In the US TiVo will also be used.
Early results from the UK and the Netherlands show that consumers are responding well, taking part in the debates at Shell’s the Real World Energy websites promoted by the advert and even ordering the DVD for watching again.

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